GOAL-DEN

Turning McDonald’s into the morning home of the World Cup.

Turning McDonald’s into the morning home of the World Cup.

Future World Cups move away from U.S. time zones.

That means more morning matches…right when Gen Z skips breakfast.

We make the tournament worth waking up for by using what McDonald’s already does best — affordable, everywhere, easy — turning McDonald’s into an accessible World Cup watch hub with a special breakfast meal and in-store screens.

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.

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