McDonald's Design & Branding BOX OF SMILE by TBWA\ Bangkok

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Industry Fast food
Media Design & Branding
Market Thailand
Agency TBWA\ Bangkok
Executive Creative Director Veradis Vinyaratn
Creative Director Teerapol Ngamsinjamrus
Art Director Suebthong Thanomsri
Copywriter Katevisuth Sukpisan, Natchalai Sukamongkol
Released March 2012

Credits & Description

Category: ii. Core FMCG
Advertiser: McDONALD'S
Product/Service: HAPPY MEAL
Executive Creative Director: Veradis Vinyaratn (TBWA\Thailand)
Creative Director: Teerapol Ngamsinjamrus (TBWA\Thailand)
Associated Creative Group Head: Tiratus Phaesuwan (TBWA\Thailand)
Graphic Designer: Thanabodee Vatcharakup (TBWA\Thailand)
Copywriter: Natchalai Sukamongkol (TBWA\Thailand)
Copywriter: Katevisuth Sukpisan (TBWA\Thailand)
Art Director: Suebthong Thanomsri (TBWA\Thailand)
Media placement: Happy Meal Box - McDonald's - 01 Mar'12 /

Describe the brief from the client
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 (ie.I'm loving it).

Describe the challenges and key objectives
The challenge is to design a package that can put a smile on a child's 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.

Describe how you arrived at the final design
The idea is to, 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 a 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.

Give some indication of how successful the outcome was in the market
- Happy Meal sales volume has increased
- Kids collect, not only, toys but the boxes