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What’s neon, chrome, and full of sodium and swag? McDonald’s collab with the mega-famous K-pop group BTS that debuted in May. A continuation of the fast-food chain’s celebrity-endorsed meals, the finished campaign came complete with an 80s-themed title card in the online spot and intergalactic look that somehow merged the internationally beloved band and brand.
Marketing Brew spoke with Wieden+Kennedy art director Nik Reed—who “spent days” breaking down BTS music videos—about his inspirations for the campaign, which plugged the band’s “signature order”: McNuggets, fries, and Sweet Chili and Cajun dipping sauces.
Louis Vuitton: Some McDonald’s BTS meals came in a custom brown bag featuring the group’s logo in a formation that took inspiration from the iconic monogram of the French fashion house. Soon, fans posted photos of the bags stitched into masks and dresses. “Someone’s grandma made their granddaughter a dress out of the BTS bag, which is something that we could have never predicted,” Reed shared.
McDonald's; Wieden+Kennedy
Color palette: The iconic ketchup red and mustard yellow of McDonald’s, coupled with the purple hue of BTS and a lot of “galaxy gradients,” gave the campaign an interstellar look.
80s heavy-metal posters: Because the meal itself was going on something of a tour, appearing in different countries at different dates (and because, duh, BTS is an international sensation), the agency made digital assets that reflect life on the road, pulling inspiration from bands like Metallica and their tour posters. For instance, BTS’s own ticket stubs turned into menus. “A ticket is a really awesome way to organize a lot of information at one time,” Reed said.
McDonald's; Wieden+Kennedy
@chromeandlightning: Graphic designer Jarred Hageman made the title sequence for the campaign. His work, heavy on the glowing lines of nostalgia and cold-chrome reflections, was a big inspiration for Reed. “He does some of the best 80s work that I’ve seen, like ever…I don’t know anyone better than him.”
Easter egg: On the side of the BTS McNuggets box was the phrase “Borahae,” written in Korean and meaning “I purple you,” a famous saying of the band.