Grimace's Birthday
In collaboration with Wieden+Kennedy, we developed an original retro style video game for Grimace's Birthday, rooted in the nostalgic charm of McDonald's childhood birthday celebrations. This game aimed to reconnect with audiences who grew up celebrating their special days at McDonald's.
We crafted a dynamic, nostalgia-infused experience, including the creation of a video game playable via desktop and mobile and accompanying microsite, which triggered a massive online buzz. The campaign achieved 9.7 billion impressions, sparked the formation of dedicated Discord groups, an active speedrunning community, and saw the game being ported to retro consoles. It received critical acclaim from video game editors and was widely celebrated across social media.
Grimace's Birthday was not only a cultural phenomenon but also garnered numerous awards, including a Bronze Pencil from The One Show and two Webby Awards. It was also nominated for a Cannes Lions.
Services: Campaign Development, Creative Direction, Graphic Design, Game Development
Client: McDonald's
Year: June, 2023