McDonald’s Australia and Wieden+Kennedy Sydney are back with a new campaign for summer—and a certain mean, green grump has plans to ruin Australia’s Christmas spirit.
After its debut in Canada last year, Macca’s and Dr. Seuss Enterprises are bringing the Grinch Meal platform down under—available at McDonald’s restaurants nationwide from November 19.
The fan truth for this campaign is one that every Aussie knows—the best summer days always end at Macca’s. The work speaks to Aussie families enjoying their holiday break and how the Grinch is determined to do everything he can to ruin their summer. But despite his best efforts, his antics only make the season brighter.
Directed by Jesse James McElroy, the campaign launches with a playful, cinematic film titled ‘I’m Ruinin’ It,’ paying tribute to Dr. Seuss’ classic, “How the Grinch Stole Christmas!” In the film, fans watch the Grinch spying on the people of Australiaville, who are enjoying their sunny holiday season a bit too much for his liking. Determined to put an end to the cheer, he cooks up a mischievous plan to ruin Australia’s summer holiday season—and he’s starting with Macca’s.
As the film wraps, the Grinch puts a bold twist on McDonald’s iconic jingle, changing it to, “I’m ruinin’ it. ba–da–ba–ba–DUM.”
He flips the traditional holiday script with an adult meal he’s sure fans won’t enjoy. It includes one-of-four collectible snow globes—featuring himself, Birdie, Hamburglar, or Grimace—each filled with sand to spite the season. The meal also comes with a frozen sour drink that turns green thanks to the popping pearls he secretly added, all packaged in a box disguised as an unassuming Christmas gift.
The independent agency continues Mr. Grinch’s takeover across OOH, drenched in his signature green and marked in his scrawls. Each instance captures his cheeky attempts to ruin Australians’ Christmas with lines like “It’s Grinch Boy Summer, ” “Unhappy Holidays!” and “Eat, Drink And Be Wary”. While on social, the Grinch is still up to no good, taking over the McDonald’s Australia Instagram page and filling it with commentary like “its supposed to snow at Christmas, y dis place so stupid?”.
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He’s even given 16 Macca’s locations a mischievous makeover, turning the classic golden arches a shade of Grinchy green. And he’s wreaking havoc by rewriting Christmas carols in his own Grinch-inspired renditions. And to his dismay, after numerous failed attempts of ruining Australiaville’s Christmas holiday, he caves in and embraces the joy of Christmas time in Oz.
“It’s Grinch boy summer and we couldn’t be more excited to share this meal with our customers,” said Amanda Nakad, marketing director of menu and brand for McDonald’s Australia. “With a fun new campaign, limited-time menu drops, cheeky collectibles and a whole lot of holiday havoc, it’s the kind of chaos we’re absolutely here for.”
“Getting to work with Macca’s is already iconic, but working with Macca’s AND Dr. Seuss Enterprises is next level,” concluded Wieden+Kennedy Sydney. “It’s not everyday you get to play with miniatures, dress a method actor in an iconic green costume, and get him to jump through the centre of the earth.”
Credits:
Client: McDonald’s Australia
Agency: Wieden+Kennedy Sydney
Director: Jesse James McElroy
Production Company – Film: Alfredo Films Inc
Photographer: Bonnie Coumbe
Prod Company – Stills: Photoplay Photography
Post Production: Arc Sydney
Audio Production & Music Composition: Rumble Studios
Media Agency: OMD
In-Restaurant Agency: Akcelo
PR & Influencer Agency: Eleven
Digital Agency: Digitas
