McDonald's: Famous Orders - The Travis Scott Meal

McDonald's, a fast food brand, partnered with music artist Travis Scott to appeal to the younger generation in the US.

Campaign details

Brand: McDonald'sAdvertiser: McDonald'sAgency: The Narrative Group, Wieden Kennedy New York

Objective / Brief / Situational Analysis

McDonald's has been at the forefront of culture for decades, yet many younger customers in 2020 had never tried a Happy Meal or Big Mac. The objective with the Famous Orders campaign was to dial up the cultural relevance of McDonald's, especially with youth, and begin cultivating a new generation of brand fans.

The campaign started with a universal "fan truth" that served as the anchor - No matter how big or famous you are, everyone...

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