The key to connecting Gen-Z to MacDonald's was the "Fry-station alarm sound" that has been used in McDonald's restaurants for many years. A sound that boasts 82% awareness among the Japanese, commonly known as the McFries Alarm.

We elevated the alarm sound to the musical content to send Gen-Z into a frenzy.

For Gen-Z, McDonald's had been around since they were born and had become such an iconic, familiar brand they took for granted.It was time for McDonald's brand perception to be transformed into something special for them.

McDonald's had to become a brand that Gen-Z chose because they loved it, not because it was close or a lower-priced option.

Japan is a country where fans' derivative works are very active, as evidenced by the Comic Market (the world's largest comic book convention).

In addition to manga, there are many creative, organic social posts as fan art and music under headings like "I tried singing," "I tried dancing," and "I tried playing." So for this project, as part of our activation, we provided the song, well-developed, unique 3D characters, a dance game, and a sound sample that could easily be used for such derivative works.