A digital campaign created for McDonald’s popular 2023 Cheese season, using the emerging FOOH format at a time when most viewers still had no idea what they were looking at. The ATL communication introduced yellow balls as a symbol of childlike joy, so we extended that feeling into three videos designed to mimic raw UGC clips captured by random bystanders. The scenes showed surreal moments around McDonald’s restaurants, from yellow balls spilling out of a truck to a dining area transformed into a giant play zone and even a shopping mall after closing where a night guard discovers a glowing sea of balls.
I directed the videos, shaped the camera work to feel authentically unpolished, guided extras interacting with the chaos and coordinated closely with the CGI team at Bare Bear. The clips were first posted from anonymous accounts and quickly went viral, sparking debates about whether they were real. The campaign delivered 2.5 million organic impressions and reached 90% of the 18 to 44 audience across digital platforms.
Client: McDonald’s
Agency: Bubble
Production: Bubble
CGI: Bare Bear
DoP: Aleš Svoboda
Silvia Kolesárová
silvia@madeby.sk
+420 773 285 295
Silvia Kolesárová
Osadní 869/32,
170 00 Praha
IČ: 03414850 | DIČ: CZ683542046