In a bold and playful mashup of pop culture and iconic branding, McDonald's unveils their brand new outdoor advertising campaign across the United Arab Emirates, inspired by Minecraft, the globe's best-selling sandbox video game. The billboards, which are prominently displayed on major highways and urban centers, announcing the release of A Minecraft Movie. In the first visual, three retro McDonald's mascots, Grimace, Birdie the Early Bird, and the Hamburglar are reimagined in Minecraft-esque blocky textures. The pixellated McDonald's logo and Minecraft Movie title blend branding, while announcing the release of the movie through the slogan, translating to Now in cinemas. The second feature is of a pixelated Happy Meal box, surrounded by some of the popular Minecraft creatures such as a Creeper, a Bee, and a pink Sheep. IN CINEMAS NOW is noted upon the billboards, alongside a Happy Meal box, styled in a blocky manner, tying back to both Minecraft’s aesthetic and the traditional McDonald's children's product. McDonald's campaign effectively brings together two adored phenomena, Minecraft, a global gaming experience adored by children and adults alike, and McDonald’s Happy Meal,s which are locked to every childhood memory. Other than announcing the release of the awaited movie, McDonald’s ceases the opportunity to showcase the limited edition Minecraft-inspired Happy Meal toys. The campaign took off in the first week of April on Dubai’s Digital Screens, Uni-Poles, and Lampposts.
