McDonald’s launched its new campaign to announce the arrival of the McCrispy Chicken Legend snack.
The piece, created by the Gallery, uses a term known to movie, comic book and pop culture fans alike, the metaverse, and plays with the possibility of interactions between the universes.
The campaign includes a 1930 film, produced by Santa Transmidia and Lucha Libre Audio, aired on free-to-air and cable TV, in addition to a digital strategy and pieces in OOH (Out-of-Home) media.
Here at McDonalds, our main objective is to generate good moments and unforgettable and delicious memories, which is why we are always keeping an eye on our customers’ wishes. McCrispy Chicken Legend was inspired by a great success and has become even more legendary in terms of flavor and quality, in addition to reinforcing our commitment to active listening to customers, said Lariane Duarte, Head of Brand Growth at McDonalds in Brazil.
As for social media, the campaign will be deployed with content creators and pop culture fans. On the McDonalds page on Instagram, the action will also feature illustrations of comics that take place in different universes, made by artist Thobias Daneluz.
We envisioned the McCrispy Chicken Legend as a tribute to a legendary sandwich. That’s why we brought the Multiverse as a scenario, taking advantage of this hot topic in pop culture to dialogue with the experience of the equally legendary flavor, but in a new reality, added Rodrigo Porto, Creative Director of the Gallery.
