McDonald’s - Scales
100% Filet-O-Fish. 100% McDonald’s.


Context
There are many misconceptions about the ingredients McDonald’s uses in its food items. With Filet-O-Fish season coming up in Costa Rica, we were tasked with dispelling these myths and highlighting the quality of the fish they use in the sandwich.

Idea
In order to convery that our sandwich is made with 100% fish filet, we launched an OOH and POP campaign that recreated fish scales using 100% Golden Arches.

Results
7.1% increase in sales in first month versus LY

• D&AD shortlist
• Volcan Festival - Silver, Bronze


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