Razorfish's '100 McDonald's Moments'

Razorfish created the digital ‘100 McDonald’s Moments’ campaign to celebrate the affection the British public have for McDonald’s and demonstrate how the brand is part of the fabric of everyday life.

 
Members of the public were asked, initially via the McDonald’s UK Facebook page, to answer a simple question, “What’s your McDonald’s Moment?” with the aim of creating a gallery of 100 different crowd-sourced moments.

 
Responses flooded in and we worked closely with McDonald’s to choose the funniest, the oddest and the most heart-warming.
 

We chose, illustrated, then animated between four and six stories every day, in real time. The gallery on the Mcdonalds.co.uk homepage was launched on 5th June so Facebook fans and visitors to the website could both contribute and watch it grow, day-by-day, as more ‘moments’ were submitted. (It's now live here.)

 
“It was an exciting challenge working in real time, but we achieved the full gallery of 100 in the space of four weeks,” said Cyril Louis, Creative Director at Razorfish. “Because we wanted it to work seamlessly across multiple media including tablets and mobile, we chose to build the gallery in HTML 5.”
 

The ‘100 McDonald’s Moments’ have also been used in digital media across the UK.
 

Razorfish submitted different ‘moments’ to appear in contextual ad placements. Whether the ads were to appear on sport, shopping, music or social sites, we had the perfect ‘moment’ ready to speak to every kind of person, whatever subject they were browsing online, whatever their interest.

 
Razorfish worked with production company GoodBoy to deliver the HTML 5 on the fly.