With no ATL creative to reference and no pre-existing PSM brand avatars the brief was fairly open and very challenging – especially as the perception of McDonald’s among the target demographic was “it’s basic, it’s boring, it’s out of date.”
Skive developed original male and female character art to act as the crux of the creative, with a pseudo-Japanese visual reference that could engage with the target audience. Branding was stylised and as minimal as possible, reduced to subtle colour undertones. These characters were able to be portrayed as being into the same things as the people they were meant to appeal to: music, downloads, games, and each other.
A downloadable theme pack was built with animated winks, emoticons, and dynamic display pictures supported by an interactive game called 'Movin' It', which was played within the active window in Messenger between the user and a 'buddy' from their contact list.
For the game, Skive focused on the resonating themes of music, relationships and flirting, allowing users the chance to challenge each other to a ‘dance off’ and rendering and animating the characters in 3D.
It featured three difficulty levels and a practice mode, and allowed the users to play as the boy or girl. Spot prizes of vouchers of up to £1000 for high street shops were given away each week.