2026 Winner

Global menu items don’t arrive with built-in demand, they need a reason to be tried. So, when they arrived in Canada, McDonald’s needed to turn curiosity into orders among a younger audience. “The International Menu Heist” positioned the items as signature favourites stolen from McDonald’s around the world. With the help of 11 miniatures artists, six scenic painters and over one thousand hours across seven 3D printers, each location was crafted with globally specific textures, materials and colour palettes, creating distinct environments tied to the origin of each menu item while remaining recognizably McDonald’s. Across every scene, the food appeared as something in motion: exclusive, fleeting and not meant to last. The campaign drove a 14% lift across participating categories, 2.06M organic impressions and more than 218K new app members, while inspiring similar executions in other markets.

Credits

Chief Creative Officer: Driscoll Reid
Chief Strategy Officer: Subtej Nijjar
Executive Creative Director: Andrew
Executive Creative Director: Jason Hill
Executive Creative Director, Design: Jenna
Creative Director: Darya Klymenko
Creative Director: Stefan D’Aversa
Senior Copywriter: Zeina Samaha
Senior Designer: Alex Soltau
Executive Producer: Lindsay Hann
Executive Producer: Alix Ablaza
Print Producer: Mark Prole
Design Director: April Tran
Design Director: Robyn Hansen
Senior Designer: Luisa Bojaca
Content Creator: Melo Griffith
Group VP, Head of Strategy: Dan Cameron
Senior Strategy Director: Nicole Stanhope
Senior Strategy Director, Digital: Owen Garscadden
Senior Digital Strategist: Nico Vasarevic
Group Business Director: Terence Li
Business Director: Laryssa Li
Business Director: Mike Harris
Account Supervisor: Santana Symeonides
Account Supervisor: Jess Zujko
Account Supervisor: Tessa Giret
Account Supervisor: Magellan Jull

Production: Circle Production
Media Agency - OMD
PR Agency - Weber Shandwick
Packaging Agency: HAVI
Retail agency partners: IMS and Coates
Promotional Agency: TMS