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Famous Orders - The Travis Scott Meal

Award: Graphite Pencil

Graphite Pencil / PR / Use of Talent & Influencers / 2021

Award: Wood Pencil

Wood Pencil / PR / Integrated

In 2020, many young Americans had never tried a Quarter Pounder. McDonald’s wanted to reach this younger demographic and cultivate a new generation of brand fans by showing up for them in an authentic and relevant way. The campaign started with a fan truth - no matter how big or famous you are, everyone has a McDonald’s order. This led to the idea of partnering with a true brand fan and featuring their favorite meal at restaurants across the US. In Travis Scott, McDonald’s found a fan who had enjoyed McDonald’s since his youth and a collaborator with the power to galvanise youth and disrupt pop-culture.

What did the judges have to say?

"It is a great way to cultivate a new generation of fans of the brand."

Veritl Flores, CEO, Tanque Group

Are you credited on this winning entry?

If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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