McDonald’s Worldwide24

Bringing together over 12,000 attendees, McDonald’s Worldwide 2024 in Barcelona was one epic reunion amongst employees, suppliers & franchisees. Our internal creative team at agency123 was tasked to bring the theme of “Reimagine Our Future. Together.” to life. We told an unbelievable brand story by bringing a fresh new look to McDonald’s branding, leveraging fun branded ownable assets and creating many memorable & Instagrammable moments across the 845,000 sq. ft. convention floor.

The event truly was the reunion of a lifetime and left everyone saying “ba da ba ba ba barcelona”!

Role // Creative Lead
Category // Experiential, Website & App Design, Brand Identity, Environmental, Animation

Plaza McDonald’s was created to bring an over the top fun space full of Instgrammable moments to the convention floor. It was created with nostalgia in mind and the love of McDonaldland characters. Rooms were created around key elements for Grimace, Hamburglar and Birdie.

Each of the four days had a set theme. To differentiate between the days and communicate the daily theme, we created branded animations to live across the floor. These also served as welcome moments for global attendees.

Instagrammable brand moments were created to bring attendees together and showcase how they are lovin’ it.

Our Worldwide 2024 website served as the central spot for all the information attendees would need prior to the event.

We designed the app to communicate necessities to attendees while at the event. The app featured everything from the daily theme, prior days’ highlights & outlining the agenda for the day.

This worldwide was also a unique one as crew members could show how they were the best of the best and apply to head to Barcelona for Worldwide 2024. This was a chance to shine and embark on a global adventure with other golden team members. We created this campaign “Going for Golden” to encourage crew members to apply for this opportunity.

We captured what attendees had to say about the event, their pride in what they do and what they think “Reimagining the Future” means for the brand.