The Challenge
Winter in Poland is gray, faded, and completely devoid of color. For almost half a year, people live in a colorless world. There is no sun, and the sky is covered by a blanket of clouds. This affects their mood and perception of reality.
The Solution
McDonald's winter limited time offer, The Drwala Burger, colors Polish winter! We transformed one of the restaurants and its surrounding area into a giant, interactive coloring book. Each guest, using a special panel, could color it in their own way. We based all communication on the world of coloring books, giving people the opportunity to transform gray Polish reality into a colorful world. 17.5 million products were sold - in a country of only 37 million people. The campaign resulted in the highest sales in the history of McDonald's Poland.
