Everyone that visits McDonald's shares similar cultural and societal idiosyncrasies in Britain from children swinging their feet when sitting on the bar stools or young teens blowing the covering off their straws at their mates. There is something for everyone at the restaurant and, over the years, customers have found their own unique way of doing things. So unique that, unbeknownst to them, everyone else does the same thing! These 'moments' make McDonald's. These 'moments' make us all uniquely similar.

2. Objectives from the
Brief
• Show McDonald’s as an inclusive
environment
• Create an integrated campaign aimed
at 16-34 year olds
• Target their loyal customers more
frequently

3. How e Got There

4. Initial Considerations
• Market Leaders
• Awareness of previous campaigns
• Recession = increased sales
• Getting there
• Drive-thru
• Coffee
• The people that go there

6. Reinforce Existing Brand Values

7. Progression of Ideas

9. Families
Blue-Collar Workers
Students
Couples
Young Professionals

15. Everybody
Every Moment

16. oment