Archie

Creative idea

Archie is an analog gaming peripheral designed directly from McDonald’s iconic Golden Arches to eliminate the dreaded AFK (Away From Keyboard) penalty. In competitive gaming, dropping the controller to eat risks instant disconnects, forcing players into crude rubber band hacks. Archie clips onto standard controller joysticks, using calibrated tension to keep characters moving automatically. By transforming the world’s most recognizable logo into functional hardware distributed with Gamer Menus, McDonald’s turns meal breaks into seamless gaming utility, physically protecting the player's session.

Brand name: McDonald's
Advertiser / client: McDonald's Türkiye
Product / service: QSR
Campaign name: Archie
Agency network: Omnicom Advertising
Agency: TBWA Istanbul
Media agency: OMD
Digital agency: TBWA İstanbul
Additional company: Dome, NewGen
Production company: ABT İstanbul
Web address: https://www.mcdonalds.com.tr/
Agency chief executive officer: Burcu Özdemir
Chief creative officer: Sami Basut
Executive creative director: Mesut Koçarslan, Serdar Güngör
Creative director: Ulaş Şahin
Art director: Furkan Yaman, Erdost Çalış
Copywriter: Furkan Gökmenoğlu, Faruk Sarısaçlı
Designer: Serkan Tanman
Account director (agency): Melis Ceylan
Managing director: Tuğyan Çelik
Strategic planner / strategist: Toygun Yılmazer
Senior planner: Yunuscan Hısımcıl, Elif Altuntaş
Agency producer: Mert Adabaş, Tümce Yağcı, Derin Keten
Post production: Basement
Additional company: PR Agency: Lorbi PR