Bronze Spike
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Product / ServiceHAPPY MEAL
CategoryB01. Foods
Entrant Company:TBWA\THAILAND Bangkok, THAILAND
Design/Advertising Agency:TBWA\THAILAND Bangkok, THAILAND

Brief Explanation

The challenge is to design a package that can put a smile on a child face and not just a box that holds food and toys. That's the only way for our design to be part of the 'I'm loving it' campaign.

The Brief

The brief was to design a new packaging for Happy Meal. McDonald's has been using paper bags for Happy Meal for a while. Furthermore, the package design must contribute to McDonald's communication as a whole (i.e.I'm loving it)

How the final design was conceived

The idea, obviously, start from 'Happiness.' Everything about happy meal should bring happiness. We want to keep it simple. We want to put a smile on faces and we figured kids want the same thing. They will be happy when they put smile on the face of other kids, so that was what we did. Every time a kid lifts up the happy meal box the sad face on the box smiles

Indication of how successful the outcome was in the market

- Happy Meal sells volume has increased - Kids collects, not only, toys but the boxes


Name Company Position
Veradis Vinyaratn Executive Creative Director
Teerapol Ngamsinjamrus Creative Director
Tiratus Phaesuwan Associate Creative Director
Natchalai Sukamongkol Copywriter
Katevisuth Sukpisan Copywriter
Art Director Suebthong Thanomsri
Thanabodee Vatcharakup Graphic Designer
Safehouse Image Photography Studio