Unboxing Therapy

Creative idea

At the campaign's heart, our iconic Happy Meal box was reimagined as a Kádár-cube house, co-created with Dzsúdló. The box became the TV spot's main character: a visual metaphor for Dzsúdló breaking out of the boxes he'd been put into and becoming his true self. We even built a miniature replica of a Kádár-cube living room, resembling his grandmother's own home in Borsod – showing where he came from, and how far he's come since. The TV spot was full of other detailed, handcrafted set pieces, like an Ames room, an analog illusion used in lots of classic films.

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
Media agency: OMD Budapest
Creative director: Dorottya Tóth
Art director: Emese Gilotte
Copywriter: Boglárka Csikó
Designer: Márton Borbás
Account director (agency): Ágnes Körös
Film production: 235
Director: Viktor Horváth
Music: Dzsúdló
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 Senior Account Manager: Jungvirt Tamás Account Manager: Fodróczy Ákos Junior Producer: Vermes Panna