For McHappy Day 2017, McDonalds wanted to show how much your donation means to families. Kids currently staying in the Sydney Ronald McDonald House coloured in Big Mac boxes that were mass produced nationwide. In each Big Mac box was a short instructional message, each message linked through image recognition to a corresponding video from one of the families letting us know of their appreciation.
Various paths were available for users without the latest software, such as uploading a photo instead of scanning and showing all videos if one particular image wasn't recognised.
The asthetic was part of the larger campaign where the kids had been involved in the artwork. In particular, the yellow elements in this project were animated with a scratchy turbulence to give it crayon-esque life. The wider digital campaign included animating banners, edms and out of home displays.