‘Raise Your Arches’

In a time of mounting pressure, an invitation to McDonald’s provides us all with a small but much needed moment to let go and feel good. That invitation to McDonald’s is so universal, it can be communicated without any words. So we claimed ownership of that knowing look we all understand, by turning it into an iconic action that can only mean one thing – Fancy a McDonald’s?

We kicked things off with an epic launch film that instantly went viral. Directed by iconic British film maker, Edgar Wright (Shaun Of The Dead, Hot Fuzz, Baby Driver), the film features a group of office workers inviting each other to enjoy a feel good moment of release, by Raising Their Arches. Despite being the first McDonald’s film in history to not show food or restaurants, it couldn’t possibly be for any other brand.

Did it work? Oh Yeah! In just over one month, ‘Raise Your Arches’ became a cultural trend that had the world talking about it, with YouGov Buzz Scores double any other McDonald’s UK campaign. It also took our advertising to new emotional heights, with an ‘emotional intensity’ score of 1.65 vs a norm of 1.26 (System 1). And having previously stagnated, ‘Brand Love’ scores are now back in growth because of the ‘Raise Your Arches’ campaign.

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Selected recognition:

2x Cannes Lions ‘Silver’, 2x Cannes Lions ‘Bronze’, 4x Cannes Lions ‘Shortlist’ / Andy Awards ‘Gold’ / Eurobest ‘Grand Prix’, Eurobest ‘Gold’, Eurobest ‘Silver’, 2x Eurobest ‘Bronze’, 5x Eurobest ‘Shortlist’ / The One Show ‘Silver’, The One Show ‘Merit’, 3x The One Show ‘Shortlist’ / D&AD ‘Wood Pencil’, D&AD ‘Shortlist’ / 3x Clio Awards ‘Bronze’, 1x Clio Awards ‘Shortlist’ / Epica ‘Gold’, Epica ‘Silver’, 2x Epica ‘Shortlist’ / British Arrows ‘Gold’, British Arrows ‘Silver’ 2x British Arrows ‘Bronze’ / 2x Creative Circle ‘Gold’, 5x Creative Circle ‘Silver’, 2x Creative Circle ‘Bronze’ / 2x Campaign BIG Awards ‘Winner’, 3x Campaign BIG Awards ‘Shortlist’ /  2x Kinsale Sharks ‘Silver’ / ADCE Awards ‘Gold’, ADCE Awards ‘Bronze’ / Cresta Awards ‘Silver’, Cresta Awards ‘Bronze’ / 2x Feel Good Marketing Awards ‘Gold’ / APG ‘Grand Prix’, APG ‘Gold’ / Thinkbox ‘Award for TV Creativity’  / Leo Burnett GPC ‘8 Ball’ / Music + Sound Awards ‘Winner’ / Contagious ‘Most Contagious 2023’ / Campaign ‘Top 15 film ads of the year’ / AdAge ’40 Best Ads of 2023′ / Campaign ‘Pick Of The Week’