McDonald’s 2022
Scream for Ice Cream
After more than 2.5 years of hiding our faces and emotions behind masks, it’s only fitting that the activation launched last Monday – the same day that masks in Singapore became optional in most public settings.
When the right decibel level is activated, this scream-activated digital panel turns a chocolatey brown, and visitors receive a free Hershey’s cone in exchange. The activation ran from August 29th to August 31st at Funan mall in Singapore and provided 1,200 free ice creams to screaming fans.
Agency: Leo Burnett Singapore
Client: McDonald’s
Executive Creative Director: Sharim Gubbels
Creative Director: Weicong Chong, Claudia Ribeiro
Senior Art Director: Roxane Wee
Senior Copywriter: Dan Chia
Art Director: Noel Teo
Junior Copywriter: Francesca Tan
Effies Awards Singapore
GOLD - Food & Beverage – Restaurant/Outlet
MARKies Singapore Awards
GOLD - Most Creative - Experiential
GOLD - Most Creative - Specific Audience
GOLD - Most Effective Use - Consumer Insight and Market Research
GOLD - Most Effective Use - Experiential
GOLD - Most Effective Use - Out-of-Home
GOLD - Most Effective Use - Social Media
GOLD - Most Effective Use - Specific Audience
SILVER - Most Effective Use - Digital
SILVER - Most Creative - Customer Engagement
BRONZE - Most Creative - COVID-19 Related Campaign
