Title | HAPPY GOGGLES |
Brand | McDONALD'S SWEDEN |
Product/Service | HAPPY MEAL BOX |
Category |
A04. VR Experience |
Entrant
|
DDB STOCKHOLM, SWEDEN
|
Idea Creation
|
DDB STOCKHOLM, SWEDEN
|
Media Placement
|
OMD Stockholm, SWEDEN
|
PR
|
PRIME Stockholm, SWEDEN
|
Credits
Julia Björk |
DDB Stockholm |
Account Manager |
Simon Higby |
DDB Stockholm |
Art Director |
Johan Ljungman |
DDB Stockholm |
Business Director |
Sebastian Otarola |
DDB Stockholm |
Innovation & Prototyping |
Johan Olsson |
DDB Stockholm |
Innovation & Prototyping |
Anna Hellenberg |
DDB Stockholm |
Print Production Manager |
Michael Nyberg |
DDB Stockholm |
Digital Account Director |
Erik Årnell |
DDB Stockholm |
Planner |
Johan Molitor |
DDB Stockholm |
Account Director |
Astrid Kowalczyk |
DDB Stockholm |
Digital Growth Manager |
Can Cetindag |
DDB Stockholm |
Graphic Design |
Claudia Backholm |
DDB Stockholm |
Planner |
Daniel Johansson |
DDB Stockholm |
Webmaster |
Daniel Liljas |
DDB Stockholm |
Graphic Design |
David Alledal |
DDB Stockholm |
Copywriter |
Helen Kvarnmalm |
DDB Stockholm |
Account Manager |
Isa Svärd |
DDB Stockholm |
Graphic Design |
Johan Svensson |
DDB Stockholm |
Agency Producer |
Johanna Lundblad |
DDB Stockholm |
Graphic Design |
Martin Ruben |
DDB Stockholm |
Digital Design |
Peter Danielsson |
DDB Stockholm |
Graphic Design |
Petter Eriksson |
DDB Stockholm |
Senior Digital Designer |
Pärmartin Jonsson |
DDB Stockholm |
Graphic Design |
Rickard Berggren |
DDB Stockholm |
Social Media Manager |
Tobias Hause |
DDB Stockholm |
Graphic Design |
The Campaign
Through a deep dive into the cultural context of Sweden we discovered that the relevance of Happy Meal is not anchored in competitive offerings, but the culture of play. Which is breeding its irrelevance among both little and large. The mandate was clear: The Happy Meal toy must simply move with the times.
But innovation doesn't always mean radical change. For us it meant a bit of ripping, folding and sliding. By doing so, we turned a normal Happy Meal Box into a VR viewer. We call it Happy Goggles.
At its heart, Happy Goggles is an innovation to meet the changing play patterns and demands of a new generation of digital guests. By doing this we turned the world's most iconic box, into the world's most democratic entertainment console. One which can adapt to any forthcoming play patterns and also provide an educational platform with larger scale than any schoolsystem
Creative Execution
Based on our strategy, the design direction was simple: give Happy Goggles the look and feel of a product launch for a great tech brand. There’s something inherently interesting in taking a 30 year old cardboard box, until now only seen as a container for food and reframe it like it was a product coming out of Silicon Valley.
We stripped back McDonald's identity system, to create a clean, minimal look that enhanced the feel of Happy Goggles being a true, iconic tech product. The vision was “Dieter Rams as the new design director at McDonald’s”!
“Hands on with McDonald's Happy Meal VR headset — and we're lovin' it!” - Mashable
The design was exported to an entire tech ecosystem containing: product websites, immersive gaming experiences and iconic product shots for grandiose placements. We even designed the event material for 12 resturant releases across Sweden, acting as our own I/O’s!
So what did our guests think of our re-design? We’ll the numbers speaks for themselves:
+ 175 m earned media impressions.
+ 1,5 m visits to http://happygoggles.se/
+ 1400 articles, collectively shared over 70,000 times on Facebook alone.
+ 2000 blog posts
We are now working towards a national launch in late 2016 and are on a journey towards designing the largest entertainment console ever created. Not bad for a bit of ripping, folding and sliding.
For more on Happy Goggles and our accompanied Slope Stars ski-game, check out the product's website: http://happygoggles.se/en/
Through a deep dive into the cultural context of Swedish families, we discovered that the relevance of happy meal is not anchored in competitive offerings but the culture of play and sustainability. Which is breeding its irrelevance among both little and large. This informed our task of going beyond toys and evolve the Happy Meal into a sustainable, modern and progressive play experience.
To ensure the Happy Goggles experience was heard by our target. We had to think bigger than our budget and find ways to generate as hype. So we looked to the best design and hype generators in the business: Silicon valley.
By reframing the Happy Meal, not as a quick service restaurant campaign, but instead as a tech launch, we went to work! ...though one slight design challenge remained, how do we create a fantastic VRexperience on a budget at a cost 1/100 that of an OcculusRift