mcdonalds x fifa

pick a side

tension

World Cup fandom is built on polarizing, high-stakes tribalism. McDonald’s, however, is a "universal language" that tastes the same everywhere. This makes the brand feel like a neutral bystander in a world that currently wants to pick a fight

insight

Fans are as defensive about their McDonald’s order as they are about their team’s stats. People genuinely believe their "Usual" is the only correct choice, and ordering anything else feels like a betrayal of their own taste.

Instead of uniting fans, McDonald’s will become the argument. We will weaponize the app by forcing users to "sign" for a Menu Squad—Team Big Mac, Nugget City, or Fryers United.