Children are fairly easy to please. Give them a balloon and they’re happy for a day. Tell them they can get a [poorly made toy] along with their burger and they will beg their parents to pay the the extra $5 for it. Show them a bouncing ball reflected on the floor and they will jump all day to catch it even when they know they can’t.
McDonald’s knows this more than anyone. They know how to tickle children ’till they give in and crackle into a heartfelt laughter. They are so rewarding. They don’t hold back when it comes to showing appreciation or gratefulness.
It’s another story when it comes to adults.
The Big Idea
Everyday is supposed to be children’s day in McDonald’s. That is why it is supposed to be extra special when they decide to do a Children’s Day.
In Peru, that was the challenge. They wanted to transform McDonald’s to a children’s place and they want everyone to feel it. That’s easy to do for children, not for adults.
The challenge is to put children AND ADULTS into the world of children and make them look at things as children would. No amount of mascots and happy children’s music can do that because they’ve tried that in the past. The only way for adults to see things the way children’ would is to actually make adults feel like children… LITERALLY.
Baby, I Shrank The Kids
The solution was for McDonald’s to make adults feel small by raising their counter. That way, adults are forced to look up and point at things the way children would because of their height.
Adults started jumping, reaching out, pointing and giggling at the chance to relive like children. McDonald’s followed it up by giving away treats like balloons to everyone lined up at the counter.
McDonad’s, with a simple move, was able to recreate the world for adults. Just by raising their counter, adults were forced into a children’s frame of mind because they were forced to look at things the way children sees them. Everyone in the counter immediately started acting like children. They jumped and pointed at things they like when they could have easily said them.
They started reaching out for stuff and tiptoeing when it’s too high for them to reach. They started acting out like children and best of all, they shared the joy with their children. Some of them lifted their children up, put them on their shoulders or lifted them so the children can sit on the counter.
McDonald’s proved that the best way to make adults feel like children is to build a world where they can be children.
Advertising Agency: Fahrenheit DDB, Lima, Peru
Chief creative director: Ricardo Chadwick
Creative Directors: Yacub Tabja, Luciano Leone, Sergio Franco, Ricardo Mendoza
Art Director: Gonzalo Limo