WINNER OF THE HUMBER AGENCY
An Upside Down World -
The objective of this campaign was to drive McDelivery to top of mind when young Canadians thought of ordering in.
The problem was that increasing competition left McDelivery falling behind in numbers. The solution curated by our Account Manager was to use nostalgia and positive associations to encourage our target demographic to think of McDelivery for their dining needs.
The thinking for the campaign was focused around a popular saying heard frequently during the COVID-19 timeframe - "The world is upside down." Although the phrase is a negative outlook on our current situation, we wanted to remind people that McDonald's has always been a source of happiness through it all and would continue to be so moving forward. McDonald's has been using smile iconography for decades now, and we chose to center our campaign around that aspect. From Happy Meal boxes to the McDonald's logo from the early 2000's, the golden smile has been a part of our target demographic's childhood and teen years. Our aim was to invoke that feeling of sweet nostalgia by calling on similar imagery of the past. By emphasizing McDonald's constant stability and the happy memories it has always brought, we could build an emotional connection with McDelivery and our target demographic.
Delivering smiles in an upside down world was the big idea for this campaign. No matter what the state of everything else is, McDonald's has always been (and will always be) bringing a smile to those who need it.
Account Manager - Sasha Watson
Art Director & Illustrator - Suri Jeyakumar
Graphic Designers - Aislin Evans + Suri Jeyakumar
Our social media plan consisted of an early teaser for our campaign as well as a hashtag that our target demographic could use to encourage consumer interaction.
A week prior to the launch of the Upside Down World campaign, the official McDonald's Canada instagram account would tease a series of posts featuring upside down imagery. The initial post would be an upside down image with our new iconography hidden in the back with a caption that read:
How do you keep smiling in an upside down world?
Share your happy memories with us and deliver a smile to everyone using the hashtags #UpsideDownSmile and #McDelivery. You might just get featured on our page!
Each post would encourage consumers to participate in sharing their special memories with McDonald's for a chance to get it broadcasted to their platform. Not only does this build an incentive for active participation, but it deepens the emotional connection with McDonald's and the experience it can (and will) provide.