Unboxing Therapy

Creative idea

The Famous Order platform rests on one truth: even the biggest stars have a favourite McDonald’s meal. In Hungary, Dzsúdló, Gen Z's “therapist in a musician's body”, gave that truth new meaning. Rather than a campaign, we built a moment and a community: a film unfolding like a music video, set to Dzsúdló's newest track, tracing his journey from the boxes he was placed in to his true self. It shares scenes with the official music video, released after launch. Inside his menu box, weekly “therapy sessions” traced his path from Borsod to self-love, turning the story into an activation.

Brand name: McDonald's Hungary
Advertiser / client: McDonald's Hungary (Progress Promotion Ltd.)
Product / service: Quick service restaurant
Campaign name: Unboxing Therapy
Agency network: Omnicom Advertising
Agency: DDB Budapest
Creative director: Dorottya Tóth
Art director: Emese Gilotte
Copywriter: Boglárka Csikó
Account director (agency): Ágnes Körös
Strategic planner / strategist: Sarolta Gál
Agency producer: Alexandra Kemenyiczki
Additional company: Client: McDonald's Head of Brand Strategy and Consumer Relations: Aniot Dávid Marketing Manager: Balázs Júlia Brand Manager: Póder Dorottya Marketing and CI Manager: Keresztúri-Visnyei Klaudia Digital Specialist: Korvin Sára Head of Communications and Sustainability: Szabó Judit Communications Consultant: Nagy Beatrix Partner agency: Supermanagement Project Managers: Boros Fruzsina, Megyeri Márton Agencies Packaging Design: Borbás Márton Key visual photographers: The Reduster (Újvári Csaba, Szalai Szabolcs) Advertising Agency: DDB Budapest Head of Art: Gillotte Emese Senior Account Manager: Jungvirt Tamás Account Manager: Fodróczy Ákos Junior Producer: Vermes Panna