|Title||HAPPY ANIMAL BOX|
|Product / Service||HAPPY MEAL|
|Category||A06. Promotional Items|
|Entrant||BEACON COMMUNICATIONS Tokyo, JAPAN|
|Entrant Company||BEACON COMMUNICATIONS Tokyo, JAPAN|
|Advertising Agency||BEACON COMMUNICATIONS Tokyo, JAPAN|
|Ryoko Watanabe||Beacon/Leo Burnett Tokyo||Creative Director|
|Makiko Tada||Beacon/Leo Burnett Tokyo||Art Director|
|Kohei Ochiai||Beacon/Leo Burnett Tokyo||Designer|
|Ayaka Nojiri||Beacon/Leo Burnett Tokyo||Account Executive|
We went through many rounds of mock ups for different animals in the agency to find designs that were visually strong and fun to build. Then working with the printer we tested several die cut options of the animal faces and body parts before finding a combination that held up during the hectic food prep and purchase process and was still fun and interactive for the kids.
McDonald’s wanted to bring more engagement and “Joy” to the Happy Meal experience, but had only a very low budget.
We wanted to bring McDonald’s “simple, easy enjoyment” to the box itself as something to be played with and not just a food container. Inspired by our heritage of Japanese paper craft we set out to create a transformable box. Using simple punch out pieces and tabs we inspired kids’ creativity and imagination to build their box into one of 3 different animals - Monkey, Rabbit, Lion.
The client was very excited about this and produced a huge amount of 4.5 million boxes. Sales results are still unattainable, but early in the campaign social media is full of discussion on which animal is best and requests for other animals.