The Snack of the Century
McDonald’s Chili Cheese Fries Launch Campaign
We were tasked to create talkability and awareness around the launch of the new Chili Cheese Fries in South Africa, so we tapped into social media culture tactfully and meme-ified (free because zero budget) beautiful classical art paintings and made our very own localised classical art memes centred around snacking, sharing, not sharing and topically relevant, cultural and social nuances. It was also the first campaign where McDonald’s communicated in almost all of the 11 official languages. Image Rights: The Getty makes available, without charge, all available digital images to which the Getty holds the rights or that are in the public domain to be used for any purpose (even commercial use). No permission, attribution or royalties are required.
Credits
Art Direction + Design: Lauren Mitchell
Copywriter: Vikash Gajjar, Mmatshepo Mazibuko & Portia Mamosebo
Creative Director: Dani Meneghin
Client Service: Lungelo Zwane
Agency: King James Group
Client
McDonald’s- 2019