THE GOAL-DEN

Future World Cups move outside U.S. time zones.

That means more morning matches—right when Gen Z is most likely to skip breakfast.


McDonald’s already has what fans need to make waking up worthwhile:

affordable breakfast, convenient locations, and a place to gather.


Idea: Turn McDonald’s restaurants into accessible morning match dens,

complete with in-store screens and a special World Cup breakfast meal.

Flagship GOAL-DENS
Select McDonald’s locations in major World Cup host cities become official breakfast watch party hubs.

Live OOH turns public screens into GOAL-DEN Cams, bringing World Cup highlights to the streets.

Live OOH turned public screens into GOAL-DEN Cams, bringing World Cup highlights to the streets.

GOAL-DEN lives where fans react first: social.

We turn missed goals, exciting matches, and exclusive player cameos into reasons to open the McDonald's app.

Hot Kicks

Merch is expensive. That's why we're launching a limited-edition sneaker drop inspired by McDonald’s special "hot kicks" sauce. Fans who order the World Cup Breakfast Meal are entered to win.

Bringing the World Cup to everyone's hand.

The McDonald's app helps fans find nearby GOAL-DENS, check match times, order the World Cup Breakfast Meal, and unlock rewards/game-day offers.

Hot Kicks

World Cup merch is expensive. So McDonald’s launches a limited-edition sneaker drop inspired by its special "hot kicks" sauce…bringing World Cup merch within reach for customers.

Hot Kicks

Merch is expensive. That's why we're launching a limited-edition sneaker drop inspired by McDonald’s special "hot kicks" sauce. Fans who order the World Cup Breakfast Meal are entered to win.

AD/Copy: Me and Wilna Michel.

Strategy: Wanly Chen, Christian Guzman.

Brief by 160/90.

AD/Copy: Me and Wilna Michel.

Strategy: Wanly Chen, Christian Guzman.

Brief by 160/90.

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