A row of happy meal boxes for McDonald's, one with a smile missing

Happy Meal Factory


TBWA\Buenos Aires

The Challenge

The Happy Meal’s relevance has diminished over time, partly due to children engaging with technology at younger ages. This shift towards technology also brings about concerns for families, such as increased isolation and solitary play.

McDonald’s Argentina briefed TBWA\Buenos Aires to create a Happy Meal brand-building campaign that addressed both of these obstacles.

The Solution

TBWA\Buenos Aires diverged from the usual tactical promotions tied to licensed toys or movies in Latin America. Rather than zone in on simply selling products, TBWA\Buenos Aires opted to emphasize shared family experiences that evoke emotions. The campaign shared the story of a distinctive Happy Meal box, one without its signature smile.