In a world of mounting pressure, an invitation to McDonald's is a moment to feel good. However, we noticed something. An invitation to McDonald's is so universal that it can be communicated without words, food, or restaurants.

All it takes is a knowing look.

We claimed ownership of that knowing look with a film that instantly went viral. The spot features a group of office workers inviting each other to enjoy a moment of release at McDonald's by raising their eyebrows at one another. Before long, the whole office is conspiring together to create one epic feel-good moment.

Now, anytime anyone raises their eyebrows, it can only mean one thing.

Fancy a McDonald's?

Over the past three years, McDonald's has been building the brand platform "Fancy a McDonald's?" in the UK. This platform was created based on the insight that being invited to McDonald's is a moment to relieve life's pressures and feel good.

Our challenge was to reimagine this platform by finding new meaning and emotions associated with the McDonald's brand. To achieve this, we conducted extensive ethnographic research with McDonald's brand enthusiasts. This research led us to a creative insight that an invitation to McDonald's is so common that it can often be communicated without any words.

With this insight in mind, our goal was to bring it to life in the most creatively impactful way possible.

In the UK and many other places around the world, people commonly use a double eyebrow raise as a physical expression to convey a sense of playful conspiracy and mischief.

We noticed that the visual of two raised eyebrows bore an immediate and unmistakable resemblance to the iconic Golden Arches of McDonald's. By linking these two elements together in such a visceral way, we established ownership of that expression. As a result, every time someone raises their eyebrows, they associate it with McDonald's.

Excellent casting was a pivotal factor in the success of the ‘Raise Your Arches’ film. It was crucial that our cast possessed not only exceptional eyebrows and the ability to move them, but also impressive physicality and the capability to synchronize with the beat.

The challenge we faced in this project was sifting through approximately 15,000 recommendations from agents and selecting around 450 tapes to fill 30 roles. This feat was accomplished solely by the casting team in just over three weeks, which was no easy task.

We scouted actors, dancers, mime artists, and gymnasts, leaving no stone unturned in our search for the very best eyebrow and movement talent in the industry.