Our new wave of educationally led Happy Meals were the spearhead of a global campaign designed to transform McDonalds original mantra of ‘no child leaves empty handed’ to a more modern, more socially and legislation-friendly form of‘no child leaves empty minded’. This helped instill a new philosophy in McD’s kids marketing and partnerships with licenses. It was no longer good enough to simply turn a character into a toy, now every item demanded a deeper level of innovation and more thought provoking reason to exist.
Brought a cardboard box to life
This exercise in character development saw us bring to life an embodiment of the happy meal box. MR Happy was created to help bring any promotional usage of license characters into line with the new Happy Meal core values of inspiration and education. His role was to interact with licenses such as Shrek or Marvel in ways that promoted fun, discovery and creativity.