McDonald’s needed a creative platform to launch mobile ordering via the MyMacca’s app, helping shift customer behaviour toward a new, more convenient way to order. The challenge was not simply driving awareness of a product feature, but creating an idea that could make mobile ordering feel culturally relevant, instantly understandable, and genuinely desirable to everyday customers.
The platform also needed to work beyond a one-off launch campaign. It had to be flexible enough to stretch across channels, evolve over time, and provide a foundation for future product, retail and brand communications within the MyMacca’s ecosystem.
We created “Order Like a Legend”, a platform built around the satisfying feeling of ordering ahead, skipping the wait, and breezing through pick-up like a pro. Rather than focusing on functional messaging alone, the idea dramatised the emotional payoff of feeling one step ahead, turning convenience into something with swagger, personality and broader brand appeal. The platform was designed to be highly adaptable across film, social, retail, CRM and in-app communications, creating a long-term creative territory rather than a short-term launch message.
