GOAL-DEN

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

McDonald’s was launching a new World Cup breakfast meal for a generation that skips breakfast, and a tournament that can feel expensive and out of reach. Goal-Den used McDonald’s biggest strengths — affordable, everywhere, easy — to bring the World Cup to Gen Z through a $6 meal.

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

Live OOH turned public screens into GOAL-DEN Cams,

bringing World Cup highlights to the streets.

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.

Fans who order the World Cup Breakfast Meal are entered to win.

AD/Copy: Me and Wilna Michel.

Strategists: Wanly Chen, Christian Guzman.

Brief by 160/90.