McDonald’s have changed the way they advertise to children. We’ve created the ‘Did you know’ campaign which is loved by children and endorsed by mums. It’s based on the insight that children love to know the why, where, and how about everything. It encourages children to get active, creative and to explore. We used the ‘Spiderwick’ license to get children excited about all the things they can find hidden in nature brought to life in our magical Happy Meal world. Once in store they can explore this further through games and puzzles which continue along the theme of ‘Seeing the unseen’.