Unboxing Therapy

Creative idea

At the campaign's heart: our iconic Happy Meal box, reimagined as a Kádár-cube house – the boxy, standardised home that's long been the architectural symbol of rural Hungary – co-created with Dzsúdló. His inspiration and the brand's colours shaped the design; its graphic details came straight from his own memories. Inside, weekly “therapy sessions” – candid interviews with him – turned a symbol Hungarians rarely feel proud of into a visual metaphor for self-love. That's how we showed our customers that Hungary, and its most familiar house, can be the home of happiness. Dzsúdló also curated exclusive merch, sold alongside the menu.

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
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 Senior Account Manager: Jungvirt Tamás Account Manager: Fodróczy Ákos Junior Producer: Vermes Panna