McNificents

McDonald’s supports the Ronald McDonald House Charities in enabling families to be close to their sick children when they need this the most, when they’re in hospitals. We wanted to develop a campaign that builds on this emotional connection. Children whose parents stay in a Ronald McDonald House during sickness and hard times, gain a kind of superpower by having their families close.

We re-imagined this superpower to transform three of these children into actual superheroes, and called them: The McNificents. Real-life superheroes, that deserve a place in the Happy Meal, like all other superhero toys. In little more than a week, the McNificents swept the nation. The campaign significantly boosted brand perception and visit intention.