Burger bar dreams
As part of the ‘I’m Amazing’ advertising campaign, children in Hong Kong were invited to submit designs for the McDonald’s restaurant of their dreams. The chosen designs were then adapted for a real restaurant.
See Vimeo: http://vimeo.com/54748494
According to the campaign, imagining an ideal McDonald’s is a rare chance for kids to express their creativity. In 10 days, ‘I’m Amazing’ received about 760 designs, and 20 were eventually selected and produced for the restaurant.
The latest generation of digital natives, Generation I, now expect brands to engage them in creating products and experiences – making the end user ever more involved in the final product.