CHALLANGE
McDonald’s wanted to reinforce brand presence in everyday urban life without using traditional outdoor advertising.

IDEA
McDonald’s bags were already part of the street. We turned that reality into media by embedding a hyper-realistic McDonald’s paper bag directly into the pavement. The raised “M” was made tactile so people physically felt it when they stepped on it, triggering recognition and craving.

EXECUTION
We collected used McDonald’s paper bags, recycled the material, and embedded it into custom paving tiles placed in high-traffic areas. Each tile featured a sculpted McDonald’s bag with a raised yellow “M” and a QR code.

BRAND: McDonald’s
MEDIUM: Outdoor / Guerrilla
CATEGORY: Self-Initiated