Who doesn’t love money? Everybody does, unless it’s ‘receh’ (coins).
People don’t want to keep pennies in their wallet because it’s inconvenient, irritating, and deemed worthless, but the fact is, it’s still money. In this campaign, we underline the message that even your small annoying pennies, when brought to McDonald’s, would still have value because you can use it to buy McDonald’s Menu Receh.
By playfully reimagining iconic scenes from blockbuster movies, we successfully leverage ‘receh’ (coins) as a mnemonic device to reinforce McDonald’s value perception and affordability.