AGENCY
Marques Gartrell, Chief Creative Officer
Brandon Henderson, Chief Creative Officer
Brandon Pracht, Managing Director, McDonald’s
Anastasios Tsitsopoulos, Global Group Strategy Director
Caleb Smith, Group Comms Planning Director
Kaylah Burton, Social Strategy Director
Andy Daulton, Executive Producer
Conner Harville, Producer
Jeffrey Rozman, Art Director
Drew Ruiz, Copywriter
Alysha Kishan, Senior Strategist
Andrew Raine, Senior Strategist
Alexa Olsher, Account Supervisor
Lauren Wilson, Account Director
Corrina Yanagawa, Account Executive
Eve Taylor, Account Executive
Alaina Toatley, Comms Strategist
Anna Beth Nagel, Business Affairs Director
Diana Pam, Senior Art Producer
Joanna Groom, Sr Project Manager
Liam Hamill, Designer
Starcom Media
Narrative Media Group
The Marketing Store
Boxer
SUMMARY
McDonald’s found itself facing a critical issue, the brand had turned bland with the new generation of young adults. Based on the insight: “You’re never too old to enjoy a Happy Meal”, The Cactus Plant Flea Market Box turned going to McDonald’s into a cultural event. The adult Happy Meal brought young adults to restaurants in droves: they hunted down each figurine, expressed themselves on social, and sold-out a month’s supply in 2-weeks. It led to a country-wide mass participation moment and became the brand’s most profitable campaign to date.
