The Shredding Animosity meme generated a movement.
Being the first brand that reacted to Banksy's activation allowed us to take a crucial moment for culture and make it relevant for McDonald's.
A simple post at the right time organically generated more than 83 million impressions, pulling the trigger on a swarm of user-generated content and social mentions.
Gold Award winner both at Summit Creative Awards in USA and Balticbest Festival in Tallinn.
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