GOAL-DEN
Turning McDonald’s into the morning home of the World Cup.
Turning McDonald’s into the morning home of the World Cup.
McDonald’s is launching a World Cup breakfast meal for a generation that skips breakfast, and a tournament that feels expensive and out of reach. GOAL-DEN uses McDonald’s strengths — affordable, everywhere, easy — to bring the World Cup to Gen Z with a $6 meal.
Flagship GOAL-DENS
Select McDonald’s locations in major World Cup host cities become official breakfast watch party hubs.
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 and exciting matches 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.
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
Merch is expensive. That's why we're launching a limited-edition sneaker drop inspired by McDonald’s special "hot kicks" sauce.
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.
Hot Kicks
Merch is expensive. That's why we're launching a limited-edition sneaker drop inspired by McDonald’s special "hot kicks" sauce.
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.