INSIGHT
In every major city, there’s a street-level truth: McDonald’s is part of urban life. You see the golden arches, not just on storefronts, but on discarded paper bags tossed, stepped on, forgotten. And yet, every time you see one, a craving flickers.

IDEA
If the street is where McDonald’s lives, let’s make the street the media. We created a fake leftover - a hyper-realistic paper McDonald’s bag pressed directly into the pavement. But not just any bag: the “M” was made dimensional, so people could actually feel it when they stepped. It wasn’t an ad. It was a craving trigger.

EXECUTION
We gathered actual used McDonald’s bags from around the city, recycled them, and embedded the pulp into specially made paving tiles. Each tile held a sculpted McBag with a raised yellow “M” and a QR code letting people “Step on it. Scan it. Crave it.”
No CTA, no discounts - just a cultural imprint. The McBag became part of the city’s DNA.

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