McDonald's Countdown to the Weekend

McDonald's wanted to to keep their brand top-of-mind leading up to and during the summer weekends. Our insight was that people can't wait for the weekend to arrive, and as the days drag by, their anticipation keeps growing. To tap into this, we came up with Weekend Countdown, a series of looping numeric animations that appeared on Instagram and Facebook from Wednesday to Saturday for eight straight weeks, reminding everyone how many days were left until they were free. In addition, we needed to emphasize that no matter where you go or what you do, McDonald's is the perfect place to fuel up for your weekend adventure. To address this, we featured a wide variety of activities while embedding McDonald's products and branding throughout.