Every day, Gen Z is online hunting down, taste-testing and reviewing McDonald’s menu items from all over the world: cult favorites that go viral in their feeds but are nowhere to be found in Italy. The goal is to turn the launch of 8 of those items, from 7 different countries, into a true cultural moment for Gen Z. That means building hype around the new products, sparking nationwide talkability during the launch window and moving Gen Z from their feeds to the restaurants, with a drive to store focused on the limited availability period.
Products like these don’t get announced: they get stolen. World Menu Heist – The World’s Tastiest Heist brought an international gang’s loot to Italy and told the story like a series, episode by episode.
First came the CGI content, with the container spotted in Rome, Naples and Milan. Then the heist turned into a live event at the Darsena: a 20-foot container sailed into the Navigli on a barge, escorted by jet skis and stunt performers, in a cinematic stunt show staged with Canottieri Milano San Cristoforo. Overnight, the container was moved to Piazza Gae Aulenti and transformed into an escape room: for three days, the audience joined the gang, solving puzzles and cracking the security systems to free the loot. Once every security system had been disabled, in front of a packed square and a delegation of actors dressed in outfits from the 7 countries, the container opened to reveal a real McDonald’s store, with a DJ set and tastings.
The story of the heist then became the national TV commercial announcing the loot in restaurants across Italy.
Credits:
Experiential Agency: 2night
Global Campaign e Digital Agency: Leo Burnett
Media Agency: OMD
Talent & orchestrazione: Fuse (Omnicom Media)
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