McDonald's |Mc Crispy Chicken Legend
Challenge
Try McDonald's new burger from the Crispy Chicken line. However, this burger does not have a name and includes ingredients similar to the discontinued CBO. Our challenge was to launch this burger without mentioning the CBO, knowing that the community would recognize it.
Insight
We joined the pop culture conversation by pointing out that a new sandwich featuring ingredients popular among McDonald's fans could be explained by
the multiverse theory.
A new suit, a memorable flavor.
Strategy: Rafael Martins, Amanda Agapito, Luiz Hidd e Felipe Ribeiro.
Creative: Gabo Moraes, Luan Alves, Rodrigo Porto, Guzera.
Supported by a multi-channel narrative based on formats used in comic books, we decided to show that the Crispy Chicken Legend travels through different universes and the character's relentless search for this new McDonald's flavour. Thus, we created four comic books, which also became posters inspired by major superhero movies.
Below is the expansion of the narrative of our campaign.
