Shines for everyone
McDonald’s Switzerland
TBWA\Switzerland
The Challenge
Switzerland was facing a harsh winter. With tough economic conditions, ongoing crises, and rising inflation, daily life had become increasingly difficult for much of the population.
In this climate of uncertainty and strain, how could McDonald’s show up not just as a fast-food chain, but as a source of warmth, optimism, and reassurance when people needed it most?
The Solution
McDonald’s is at its most relevant when it leans into its core strengths: affordability, inclusivity, and the ability to create small moments of happiness in everyday life. They captured these values in a unifying message—”A place that shines for everyone”—and brought it to life through a multi-channel campaign, including TV commercials, out-of-home advertising, and a game activation that gave away thousands of free food prizes.
The Results
The game alone made record numbers of 3.5 million gameplays. And more importantly, McDonald’s had its most successful December and January since the Covid-19 era.
