McDonald's: The brains behind the brows

McDonald's, a fast food restaurant chain, partnered with Edgar Wright to release Raise Your Arches to re-earn the brand's place in the hearts of the nation and find a new emotional role in British life beyond the food.

Executive summary

You've either seen it or had your LinkedIn feed spammed by it.

It was the campaign that made us all fancy a Big Mac without a Big Mac in sight.

The one that got the world wiggling its eyebrows, and industry wagging its tongue.

In the conversation that followed, the spotlight was rightly put on the creatives (and their new mate, Edgar Wright).

That suited us planners just fine - we don't mind working in the shadows.

But, given it's the APG awards, and we're amongst friends, we thought we'd make a humble exception. So now…

This paper...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands