Razorfish London has designed and produced a new digital campaign for McDonald’s UK to celebrate the core menu items that customers have known and loved for years.
The campaign, called ‘The One and Only,’ is hosted on www.mcdonalds.co.uk
and asks visitors to choose their favourite item from classics like the Big Mac, Chicken McNuggets, Milkshake, Quarter Pounder or Fries.
Once they click on their favourite item, the screen changes to reveal a word cloud in the shape of that item. The word cloud is comprised of all the words other fans have used to describe that menu item. Users can then cast their vote on what makes the product their ‘one and only’ and see the most popular words chosen by other users.
They can also share their vote on social media or download an interactive wallpaper from the site.
This campaign will be running until 27th March 2013.
Campaign title: The One and Only
Creative Agency: Razorfish
Creative Director: Cyril Louis
Creative team: Jon Usher & Paul Stoeter
Designer: Steven Yip
Project Manager: Emma Downham