Brief Explanation

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.

The Brief

McDonald’s wanted to bring more engagement and “Joy” to the Happy Meal experience, but had only a very low budget.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.