Get a taste of fame by creating
your own McDonald's 140 Character Film

Social campaign  ▴  Creative direction

McDonald's wanted to reward their fans for their loyalty and we decided to give them 140 characters of fame. Fans were able to tweet their own 140-character script using at least one of McDonald's characters, for a chance for it to be made into a short film. 


Awards

▸ (x2) Webby Awards 2014: Honoree for "Social Media Campaigns", and for "Best Use of Video" 
▸ Canada Marketing Awards 2014: Gold
▸ Art Director & Design Club Awards 2014: Silver
▸ Marketing Magazine 2014: Bronze
▸ Atomic Awards 2014: Shortlist
▸ (x2) Applied Arts 2014: "Social Campaign" + "Branded Content - Series"


 

WATCH THE CASE STUDY

 

MORE THAN 1,200 TWEETS OF FILM STORYLINES

Tweet example: "Brothers McNug and McWrap are trekking through the Amazon when they run foul of a crazy tribe of LadyFries! Will they survive? #MakeMyFilm" @fannielam

140char01.jpg
 

WE PRODUCED ONE FILM A DAY FOR 12 DAYS

 

WATCH SOME FILMS

Tweet: "McNuggets and Fries are chatting in the fryer like in a hot tub and are scandalized when McWrap comes out naked, without his pita. #MakeMyFilm" @soleiljutras

 

Tweet: "Post zombie apocalypse world. Zombie fries everywhere. Big Mac is the only one immune. The group must band together to protect him. #MakeMyFilm" @cakegirl31


Credits

Creative direction: Mara Binudin
Agency: Tribal DDB, Toronto