MCDONALD’S + J BALVIN
The Famous Orders Campaigns were going to be a series of celebrity meals. But the world didn’t know that yet.
So, we were asked to find a culturally relevant celeb who was a legitimate McD's fan and could hold their own following the astronomical success of the Travis Scott meal,
and set the template for the rest of the "Famous Meals" celeb partnerships.
Thus, the second-ever Famous Meal came to be.
We saw these Famous Orders as social-first. So that’s where we started. We wanted to make sure we had the most PR with each post throughout the month-long campaign.
We began with teaser images, people got excited, because he’s very, very…
Then, we revealed the meal itself in the style of the Famous Orders super bowl campaign from 2019. People got very excited, mainly because he’s world famous, w/ 1.5 billion streams.
We launched the meal with our spot. J Balvin’s Director pick was his friend Collin Tilley. Collin just happens to be a celebrated, grammy awarded music video director.
And he was just coming off of the hypeof WAP video.
The J Balvin meal quickly started gaining more PR.
This deal was live for a month. So we had to keep people engaged week by week. We found that J Balvin was known for lots of things beyond his music, one of them being, he loves his Jewels, he even has a personal jewelry designer.
Not only did we introduce the meal, we turned it into a chain worth $160,000 and gave it away to people who ordered his meal,
In the end we ended up being featured on Hypebeast three times (1, 2, 3), Complex twice (1, 2), Thrillist, Billboard, Highsnobiety, Elite Daily, Spin,
The Source, Vulture, Uproxx, USA TODAY, CNN, People, and the Wall Street Journal.
And guess what?! We wanted to give it away.
And you can't say you're a true fan unless you have some official, limited edition merch. We partnered with Balvin to create this line of merch available for purchase on his website.
Which, got more press.
After all of this, our goal was achieved. The campaign got people excited for the next celebrity meal, and it helped make McDs become more relevant to Gen Z.
CW: Ben Bliss
ECD: Brandon Henderson/Marcques Gartrell