Share Your Best McDonald's Memory with Razorfish's Online Experience

This week McDonald’s launch a campaign to commemorate their 40th year in the UK.  ‘”Celebrating 40 Years Together” is a fully integrated campaign that invites the public to share and celebrate their favourite McDonald’s memories from the past four decades.

The campaign begins online at the Razorfish-created anniversary site www.40together.com. The audience is invited to tell their favourite McDonald’s memory. As the best way to tell a story is to literally tell it, Razorfish have used Google’s Speech Recognition API so that as people speak about their McDonald’s memory, their words appear on screen, typeset into an illustrated and animated poster using Google Fonts. Each person’s memory is unique – so it was important that each poster be one-of-a-kind.

“McDonald’s has been in the background of countless moments in the UK over the last 40 years.  This new campaign gives our customers the opportunity to be part of our celebration by sharing their memories in a creative and unique way” said Steve Hill, Head of Marketing, Brand & Experience at McDonald’s.

“We built an engine to interpret the feeling behind each story shared,” said Cyril Louis, Creative Director at Razorfish.  “The system chooses colours, fonts, icons and animation accordingly. The finished posters can be explored by selecting a decade, theme or by scrolling through the webGL gallery.”

A selection of these memories will also be chosen to feature in the ongoing campaign – in digital OOH and display media executions. The TV campaign, by Leo Burnett, will encourage people to visit the site and share their memories from the past 40 years.

 “At Google we’re always pleased when we see a top digital agency using so many of our technologies in a meaningful way,” said Lindsay Hirsch, Industry Manager at Google. “We’re looking forward to seeing how the public interact with this clever digitally-led campaign.” 

Razorfish have created the digital experience, display, mobile and digital OOH. Leo Burnett have created the TVC and OOH whilst TMS have created the corresponding in-store campaign.