Cannes Lions

McDonald's The Fashion Chick Bag

LEO BURNETT ITALY, Milan / MCDONALD'S / 2016

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Overview

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Credits

Overview

Description

To stand out in this fashion crowd, we trasformed the Chicken Festival Basket into a bag that everyone could wear. We created the Fashion Chick Bag, the first fashion item created by McDonald’s.

Execution

The fashion blogger went out to the Armani and Gucci runway shows sharing two photos of her outfits on Instagram and Facebook. She was simply walking around the streets, taking photos and keeping the media’s attention on herself. She talked to everybody, from regular people to journalists, on how to create her fancy bag, going to McDondald’s and eating the Chicken Festival Basket.

Outcome

Only in the first week the Chicken Festival Basket was sold out in every restaurant and in the first month we sold more than 500,000 pieces convincing McDonald’s Italy to leave it all year long. With a small budget we gained more than 50 global new stories cross channels with no adv investment. The most relevant channels spoke about us on national television and website also worldwide. The news spread all over 5 continents. With a total of 80% positive sentiment . At the end, we created a trend, not only in the food world but also in the fashion one.

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