The challenge ︎︎︎ Fans were already doing the work comparing McDonald’s menus from around the world. If we didn’t show up with something unexpected (no passport stamp motifs plz), we’d be left behind. ︎The idea ︎︎︎ Don’t just drop an international menu, make fans feel like they uncovered it. Wrapped in clues, framed like a heist and pinned on a fan-favourite fugitive.