When Emily Zugay – a comedy TikTok star with a signature dry wit – began offering her graphic design ahem "talents" to some world-famous brands, many fans took notice. And while most legacy brands would never joke about their brand identity, McDonald's saw an opportunity to join the fun by throwing caution to the wind.
We asked Emily for an update to our famous Golden Arches via a simple TikTok comment, and she delivered a masterpiece.
Then we got to work.
In a matter of hours, we had convinced the CEO of McDonald's to fully adopt Emily's "mcdOald's" design, and surprised millions with a tongue-in-cheek reskinning of all our social profiles and accompanying real-time content for each.
We even displayed her artwork IRL on the sign at her local McDonald's and made T-shirts for the crew to wear. Fans reveled in the playfulness of an act no brand manager would have dared to attempt just a year or two ago – the fastest (and funniest) rebrand ever.
