Macca's Classic Hits: A Digital Campaign for McDonald's In-Store Experience

Classic burgers meet timeless songs with Macca's Classic Hits. This in-store digital campaign aimed to reignite the nostalgia surrounding beloved menu items by drawing parallels to iconic hit songs.

My task was to create an immersive and visually captivating experience for customers through the DMBs. Each burger and menu item became a nostalgic reference point, linked to a classic hit song that evokes a similar emotional connection. For instance, Whitney Houston's "I Will Always Love You" accompanied the Big Mac, reminiscent of the chart-topping ballad, combined a succulent beef patty, melty cheese and signature special sauce.

Macca's Classic Hits campaign was a celebration of the fusion between design, familiar flavours and timeless music. It was a testament to the power of thoughtful design in creating memorable and immersive brand experiences.

Macca's classic burgers were likened to classic hits. We wanted to evoke a sense of nostalgia in customers by drawing parallels between the first time they tried a Macca's burger to the first time they heard their favourite songs.

The 'always on' menu treatment. We incorporated the campaign creative into the standard menu framework to keep the ordering process as familiar and non-disruptive as possible.

The 'takeover' design. At launch, we proposed a full takeover of the existing menu design to maximise in-store impact.

To surprise and delight customers, we proposed a 'karaoke takeover' of the DMB every 60-90 seconds. Along with hero'ing each burger with appetising closeups, these takeovers playfully coerced customers into singing along with the associated songs.

The drive-thru presell reel captivated customers while they waited to order, with delectable close-up shots of the appetising burgers. As the visuals enticed the senses, the lyrics to the corresponding songs were seamlessly integrated karaoke-style, encouraging customers to sing the songs, despite no actual song being played.