Wieden+Kennedy Sydney Plays McDonald's Monopoly With 18-Film Campaign

Monopoly at McDonald’s Australia is back for the next six weeks, and fans across the nation can start playing with an upgraded one in three chance to win, and a guaranteed daily bonus win available for eligible players. 

This year, players have the opportunity to win incredible prizes like a Tempur King Mattress and Pro Smart Adjustable Base, a Bestway Tahiti Airjet Lay-Z-Spa, a 2025 Isuzu MU-X SUV, a $52k rent or mortgage top-up, a year’s worth of Uber Rides and Uber Eats, free Macca’s for a year, a $10,000 Amazon.com.au gift card, and millions of Macca’s favorites.

But now, fans can only get in on the gameplay action exclusively via the MyMacca’s app. The new ticketless digital experience makes playing and winning even easier as the iconic game no longer features physical tickets printed onto food packaging.

To further amplify the Monopoly promotion, the global QSR brand partnered with Wieden+Kennedy Sydney to create a corresponding creative campaign where the independent agency reimagined Mr. Monopoly as an icon of success, urging fans to “play like a winner”.

The fan truth for the campaign is centred around how winning Monopoly at Macca’s can feel too good to be true, especially in a world weighed down by daily challenges. But with every Monopoly at Macca’s win, players get to set aside their cynicism and embrace more joyful moments in their day.

In order to win, Macca’s fans have to play with the right mindset. If they believe they’re a winner, they have a chance to win — because all fans have to do to win is play. So, it’s time for them to play like a winner.

To bring this thinking to life, W+K and director Stefan Hunt created 18 film executions featuring Mr. Monopoly to promote his 'Fry Mindset'. In the work, Mr. Monopoly channels his new persona as a #grindset influencer and teaches fans how to truly play like a winner, and can be seen across 15-second spots like 'Fry Mindset', 'W.I.N.', 'Wiseman', and 'Ask Yourself'.

Macca’s enthusiasts can see Mr. Monopoly embrace this identity while he’s engaging in various activities like recording in a podcast studio, presenting on a keynote stage, and even when he’s talking to his fans on selfie mode.

On social, Mr. Monopoly shares a vision board full of prizes, inspirational quotes, and excerpts from his novel appropriately titled, Play Like a Winner. And in OOH, he delivers affirmations for fans, like "Manifest Free Macca’s", and "Win smarter not harder.” Because he’s here to help fans manifest success when playing Monopoly at Macca’s.

OMD is supplementing the campaign across media channels with a focus on educating Australians on the new ticketless way to play. Launching with a Seven Sunrise news cross, alongside an SCA radio integration with Carrie & Tommy, and extending into podcasting through a playful collaboration featuring comedic duo Toni & Ryan with bespoke live reads.

Additionally, a content partnership with Pedestrian will deliver a tongue-in-cheek content series highlighting the big-ticket prizes up for grabs, as well as an engaging guide on how to play, exclusively through the MyMacca’s app.

The digital gaming experience is enabled through the transformational technology of iWin — the proprietary game engine designed and managed by tms. The new app experience, created by Akcelo, has been purposefully designed to make playing faster and more exciting for 2025 — including daily bonus prizes and a new achievements feature making the experience more rewarding for fans.

The campaign is also supported by personalised CRM, led by Digitas, turning every email and push notification into an invitation to play like a winner and keeping players coming back for more. tms also brings real-time data into the app to enable personalised gameplay comms in the moment, while prize partnerships and fulfillment are handled by Creata.

To play, customers simply purchase an eligible item using the MyMacca’s app or by mentioning their MyMacca’s code to a crew member or enter it at a kiosk or drive-thru for the digital tickets to appear instantly in the app experience.

Mary Vrancic, senior director of marketing at McDonald’s Australia, said, “This year’s Monopoly at Macca’s is more than just a game — it’s a fully reimagined experience designed to surprise, delight, and reward our customers every time they play.

"With a one in three chance to win, guaranteed daily prizes, and a seamless ticketless journey in the MyMacca’s app, we’re making it easier than ever to win. It’s all about creating everyday moments of joy and engagement, whether you’re a loyal fan or trying Monopoly for the first time.”