The film was created for the worldwide McDonald’s convention.McDonald’s wanted to communicate to adults who rarely paid them a visit.

For them, McDonald’s held few emotional ties, and only offered convenience.

These people had grown apart from Macca’s. We needed to re-engage them.

On Monday March 29, commuters arrived in Sydney’s CBD to find a McDonald’s Playland built just for them.

Adults were able to play in a way that they hadn’t since childhood. This film documents how the event unfolded.

The solution was to recreate a McDonald’s experience that only kids can have.We built an adult-sized McDonald’s Playland to let grown-ups play again.We used one of McDonald’s most recognisable properties – the Playland – as the media itself.The Playland was built over a weekend in the forecourt of Customs House in Sydney’s CBD. The location made it instantly visible to workers arriving by bus, train, ferry and taxi on Monday morning, a time when fun was the last thing on their minds.

The Playland let adults engage with McDonald’s in a way they hadn’t for years: They had fun – and lots of it.

People see I'm lovin’ it in all our ads. This time they felt it.