The Arches of Hunger – Sci-fi

Creative idea

McDonald’s wanted to remind gamers to order McDonald’s when they’re hungry. We realized that the perfect reminder is already in front of them when they play: the brand’s arched logo can be spotted all around the open worlds of the best games. To train gamers’ eyes for this shape, we created realistic gaming visuals with a twist: with the iconic Golden Arches visibly hidden in them. To capture gamers’ attention, we made them indistinguishable from actual games – we got inspired from popular gaming aesthetics and produced the Arches of Hunger the way actual games are, building them in Unreal Engine.

Brand name: McDonald’s
Advertiser / client: McDonald’s
Product / service: Retail
Campaign name: The Arches of Hunger
Agency network: DDB WORLDWIDE
Agency: DDB Budapest
Agency chief executive officer: Hannes Wirnsberger
Executive creative director: Zsolt Balogh
Creative director: Dorottya Tóth
Art director: Emese Gillotte, Adrián Bajusz
Account director (agency): Ágnes Kőrös