Making a new generation of consumers fall in love with the classic combo of Big Mac and Coke.
we believe in doing.
The perfect combination between the two most iconic flavors in the world: this was this Mesa's starting point.
To create awareness for McDonald's among the new generations, we created a campaign that millennials and centennials could relate to, challenging them to explain all the sensations that are awakened when they taste the Big Mac + Coca-Cola combo.
#DareToExplain was created for Latin America, designed to be perceived as local and had its variations for different markets developed in Mesa.
Each store counted on a VR experience as part of the campaign that reached a whole generation of Latin American youngsters offering them a real reason to visit the stores.
The campaign was a great success, reaching double digit growth in all markets in Latin America.
Create and prototype the creative platform that will recruit an entirely new generation of clients (16-25 years old) for McDonald's, by making them fall in love with the classics Big Mac and Coke. Whatever we create needs to:
be simple and bold;
have the power to increase sales of the combo Big Mac + Coke;
be perceived as local by every market in Latin America;
generate continuous traffic increase to our stores (that means it can’t be a traditional promotional campaign);
add value to the classics without changing the recipe or the price of the products.
Around the table
Elizabeth Porth, Marketing Director for Latin America at Arcos Dourados (Mc Donald's)
Mauricio Sanchez Pompa, Marketing Director at Arcos Dourados (Mc Donald's)
Roberto Gnypek, Marketing VP at Arcos Dourados (Mc Donald's)
Diana Pelaez, Director Marketing División Caribe at Arcos Dourados (Mc Donald's)
Elvia Torres, Marketing Director at Coca-Cola Costa Rica
Andre Matarazzo, Creative Leader
Angel Anderson, former VP/Experience Director at Crispin Porter + Bogusky
Guilherme Coe, Corporate Marketing Manager for Latin America at McDonald's
Daniel Dranger, Creative Excelence at Coca-Cola
Isabela Mondaini, Key Accoount Manager at Coca-Cola