Project Outcome


For more 20 years in Brazil, McDonald’s has entertained consumers by using the tray liner as a promotional tool. That was until smartphones came about. The same people who paid attention to the games and tips on the trays now only have eyes – and fingers – for their cell phone. The challenge was to reestablish communication with the consumers and provide a meal with more “feel good moments”.


Using the technology of Instant Messaging from Facebook Messenger, we turned a piece of paper into an entertainment social platform with the consumers in the restaurant and also with the over 100 million Facebook users in Brazil, 100% measurable in real time.

What about using a Facebook Messenger bot to boost an experience from a simple piece of paper?

RoleExecutive Creative Director, DPZ&T, Publicis Groupe


Eduardo Simon, Rafael Urenha, Sergio Mugnaini, Bruno Brazão, Alex Rutman, Daniel Xavier, Viktor Busch, Raphael Lucone, Daniel Jotta, Eduardo Brunoro, Mariana Magalhães, Bruna Rocha, Roberto Gnypek, João Marcos, Vicente Branco, Rodrigo Moretz, Guilherme Coe, Gabriel Ferrari, Eloisa Zerneri, Marcos Moura, Andrea Soeiro, Bruno Ribeiro Petito, Marcos “Mamu” Yamamura, Felipe Oliveira, Guido Sarti, Tathiane Pereira, Fabiano Onça, Mauro Cavalletti, Rapha Vasconcellos, Mark D’Arcy, Renata Decoussau, Renata Rezende, Pedro Eustáquio, João Prospero, Guilherme Sacamone


Silver, Cannes Lion, France, Media Category. Shortlist, Cannes Lion, Outdoor Category. Merit, One Show, Billboards & Transit Category. Merit, One Show, Experimental & Installations Category. Shortlist, Clio Awards, Innovation Category. Shortlist, Clio Awards, Events & Experimental Category. Bronze, Effie Awards, Promotional Category. In Book, Clube de Criação de São Paulo, Outdoor Category.