McDonald’s had been on a multi-year journey to reassert themselves as a cultural force. As a brand that champions storytelling, McDonald’s saw the release of A Minecraft Movie as the perfect opportunity to connect with a multi-generational fanbase. Minecrafters have been bringing McDonald’s into their worlds for years, building blocky restaurants and the Golden Arches, so this was our opportunity to create a global experience to mark this moment. With movie partnerships, many brands take a standard route: combining logos and IP. But we aimed to go deeper and create something only McDonald’s could–for all ages. At the heart of this effort was a simple idea: McDonald’s and Minecraft are both yours to build. We needed to have a meal to bring people into restaurants, but it couldn't just be a meal. So we leaned into lore, using the campaign to equip fans with the tools to tap into their creativity. Every piece of packaging was blockified–from life-sized golden bundle box to the fries and soda cup. To speak to the collectible component of Minecraft, we created specialty figurines that were equal parts McDonald’s IP x Minecraft IP. Each came with a trading card and code, giving fans exclusive access to unlock the Minecraft skin to wear in-game. To round out the meal, some markets had Minecraft-specific limited food items. For Gen A, we created Happy Meals boxes that spoke to the creatures of the movie, with toys that connected. TVCs brought these meals to life, merging the Minecraft and McDonald’s worlds into one. Jared Hess, the same director of A Minecraft Movie, ensured our films would be true to both Minecraft and the movie, something so compelling both casual fans and Minecraft experts would appreciate. The result was the immersive world of A Minecraft Movie brought to life across 100+ markets, with McDonald’s at the center of the story. Our commitment to authenticity paid off–immensely. A Minecraft Movie Meal was a phenomenon, becoming the most successful partnership in McDonald’s history at time of campaign, and selling out of collectibles far ahead of schedule. As hoped, people unleashed their creativity, building armor using the packaging, creating in-game content, and spawning countless social trends using the meal. And the cherry on top? Our campaign was attributed to a massive increase in box office sales for the movie-proving that this wasn't just a movie partnership, but a moment for both McDonald's and Minecraft.