Cannes Lions

McTrax

TBWA\NEBOKO, Amsterdam / MCDONALD'S / 2016

Awards:

1 Bronze Cannes Lions
6 Shortlisted Cannes Lions
Presentation Image
Demo Film
Supporting Images

Overview

Entries

Credits

Overview

Description

Creating music can really trigger creativity in young people. That's why McDonald’s in the Netherlands introduced McTrax. A paper placemat turned into a full music production station. By the use of conductive ink on a piece of paper people could connect our placemat to their smartphone. Every touchpoint triggered a full soundbank to kickstart their creativity. Just select a beat and people were good to go to create their own sounds and melodies. Then, you could tweak your track with any kind of effect. You could even record your own vocals! This is how we challenged young people’s talent by showing their music skills at McDonald's.

Execution

In two months time we went from idea to prototype to final product. Hardware, software and creative agency parties, partnered to bring this idea to life. We have introduced McTrax in one McDonald’s in the Netherlands. The online video on Facebook and YouTube reached a wider audience.

Outcome

Too early to share as the campaign started recently (April 21, 2016).

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