Generative AI
Mobile and Desktop
Client
McDonald's
Overview
To celebrate Burger Day, Coca-Cola and McDonald’s collaborated to create the Surreal Burgers campaign. This innovative initiative combined creativity and artificial intelligence, enabling consumers to design their own personalized, AI-generated burgers through an interactive experience.
Client
McDonald's
Industry
Food Service Retailer
Agency
Hogarth Worldwide
Duration
4 Weeks
My Role
Creative Technologist
Type
Mobile and Desktop
The Result
383%
Increase in combo sales compared to previous year.
50K
Surreal Burgers created.
22M
Impressions in just one week.
The Challenge
People love creating unreal, imaginative burger combinations. What if we could bring their ideas to life using AI? The challenge was to combine creativity and technology in a way that would captivate audiences and drive sales.
The Solution
We created an interactive landing page where users could take a quiz to generate their own AI-designed burgers. The quiz inputs—favorite music genre, movie preferences, and zodiac sign—were used to produce personalized, surreal burger visuals. Each AI-generated burger came with a real-life combo voucher, offering a discount on a Coca-Cola and McDonald’s burger combo. As the Creative Technologist, I led the project’s creative and technological development, including optimizing MidJourney prompts and designing an AI-driven solution that transformed user preferences into imaginative burger designs.
Videocase
Awards
• Smarties Awards Brazil / Shortlist in Instant Impact in a Promo (2023) • Archive Magazine / Featured in Print Category (2024)
