Ad agency Leo Burnett has collaborated with McDonald’s on a new campaign inspired by video game culture and the detours many of us take to get hold of our favourite fast food. The aptly named Side Missions campaign gamifies the experience of being led astray, and encourages customers to complete challenges along the way.

“Side Missions is our love letter to every spontaneous Maccies run that somehow feels more exciting than whatever you were meant to be doing,” explains James Millers and Andrew Long, ECDs at Leo Burnett. “We tapped into the language of gaming to reframe these everyday pitstops as playable moments – turning cravings into quests, fans into players, and McDonald’s into the most fun side mission on the map.”

The result of a significant cross-agency collaboration, with other partners including OMD, TMW and tms, this latest campaign is spearheaded by a 60-second hero film from director Elliott Power. The film, which debuted during the England vs Wales UEFA Women’s Euros match last night, highlights the joyful cheekiness of making a side mission to McDonald’s and is set to the vibrant track Twilight Zone by 2Unlimited. Featuring video game-esque visual overlays, it also includes a cameo from popular Twitch streamer AngryGinge.

To partake in the campaign, customers are required to download the MyMcDonald’s app, in which they can discover various fun side missions, leading to exciting food offers throughout the week, and instant prizes on weekends. Along with the meals, players can also earn badges and rewards.

The side missions in question include eating McDonald’s on ‘hard mode’, which challenges users to post a video of themselves downing a McDonald’s meal in extreme conditions, as well as getting creative and finding a way to order a ‘LEET’ meal that costs exactly £13.37. There will also be a TikTok-branded mission involving co-created content from users, with standout videos receiving a boost via paid support.

Every touchpoint has been considered, from radio and OOH to digital and social, blending ‘reactive, creator-led’ and ‘community-first’ content. Throughout there is a consistent gamified aesthetic. Pixellated text, retro graphics and digital characters merge with real-life situations and people to create a campaign that is escapist and fun.

Credits:
Ad agency: Leo Burnett
CCO: Mark Elwood
ECDs: Andrew Long, James Millers
Senior Creatives: Matt Wood, Tom Loveless
Designers: Harry Ingrams, Freddie Hessian, Natalie Shortt, Carmen Perez Jimenez, Matt Slater, Joao Pereira
Head of Design: David Allen
Social Creative Director: Ben Hooper
Production Company: Love Song
Director: Elliot Power