“Find out who comes out on top in the race to WcDonald’s.”
McDonald has launched its epic “WcDonald” campaign s by bringing its manga counterpart to life. This transformation will feature manga-inspired packaging, four episodic shorts, and the introduction of a new sauce to top it up.
For decades, the fast-food giant has found itself whimsically reimagined as “WcDonald’s” within the colorful worlds of anime and manga. It was a playful nod that avoided legal trouble while also evoking the iconic brand. In 2024, the story has come full circle with McDonald’s embracing this analogous identity in all its colourful chaos.
Live across more than 30 international markets, the campaign ran from 26 February to 18 March and was created by Wieden+Kennedy New York.
McDonald’s kicked off the campaign on 20th February with a 12-second anime trailer. A week later, it shared a 5-second video of its logo changing from the Golden Arches into the logo for the fictional restaurant.
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The promotion was further supported by a four-part WcDonald’s manga, created in partnership with Acky Bright. McDonald’s also partnered with Studio Pierrot, the Japanese studio famous for its globally iconic anime like Naruto, to launch a 4-part WcDonald’s anime series. Each episode is 30-seconds long, released on each Monday of the campaign period, and inspired by a traditional anime genre: action, romance, mecha (giant robots) and fantasy.
McDonald’s and Studio Pierrot also worked with iconic Japanese singer and songwriter Reol to launch an animated music video and the song “Want U Luv It” on McDonald’s official YouTube page. The song was also released on Spotify, YouTube Music, Apple Music and Amazon Music.
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