McGriddles Gets On The Hype List
With zeo dollars on collab deals and a whole lot of rebellious attitude.
Creative Agency:
Leo Singapore
Client:
McDonald’s Singapore
Group Creative Director:
Wei Cong Chong
Art Director:
Sandy Ang
Senior Copywriter:
Kriffith Fernando
Copywriter:
Emilia Tan
Silkscreen production:
Konstrukt Labs
Background
Sweet. Savoury. Straight-up rebellious.McGriddles® had been steadily garnering the hype status amongst fans and hype enthusiasts. With 4 seasons of streetwear merch drops in the bag, each more fire than the one before, we’ve already developed a local cult classic. Now, how can we bring McGriddles® to a hype status on par with global streetwear legends without spending millions?
Idea
We went against the grain, tapping into chaotic customisation — a fast-rising DIY trend with no rules. We invited fans and streetwear enthusiasts to bring their most prized possessions. Hoodies, sneakers, bags, tees and customised them LIVE with exclusive McGriddles® prints on silkscreen machines. Piece by piece, McGriddles® hype went from local cult icon to standing beside global labels. All without dropping a cent on brand deals.
