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Library/Campaign/McDonald's UK: Raise Your Arches
Grade B26 sourcesHIS-00288

McDonald's UK: Raise Your Arches

Campaign · 2023 · Notable

46Editable slideCertificate

Eurobest’s award report credited Raise Your Arches with a 7.1% sales increase.

Original · re-upload by Budding
Edgar Wright’s office workers invited colleagues to McDonald’s by raising their eyebrows to Yello’s Oh Yeah.
Budding on YouTube
Leo Burnett’s original office-film campaign case study.
Leo Burnett UK / McDonald’s UK
tms launches “Raise your Arches” campaign in the McDonald’s app - tmsw
tms
McDonald’s #RaiseYourArches, tapping into Creator authenticity - dyzio brochure
Dyzio
Next Stop, McDonald's - Leo Burnett
Leo Burnett UK
26 signs that creative strategy is alive
Account Planning Group / Tom Roach
Fancy a McDonald's Christmas? - Leo Burnett
Leo Burnett UK
McDonald's | Raise Your Arches
The One Club for Creativity / Leo Burnett entry
McDonald's ad
Marketing Beat
McDonald’s Commands Traffic—Without Logos—In Ad Bringing Back Iconic Brows - DesignTAXI.com
DesignTAXI
McDonald's UK has unveiled its latest ad 'Fancy a McDonald's?' directed by Hot Fuzz and Shaun of the Dead filmmaker Edgar Wright.
Marketing Beat

Spread Score

How it works
Reach11Contagion35Breadth70Velocity100LongevityNo data yet46

Numbers

Partnered creators, Instagram and TikTok total (vendor)
4.4M
As of Mar 15, 2023 · Self-reported · Dyzio
Seed to peak
1 day
Jan 13 ’23 to Jan 14 ’23
Platforms
8
Started on YouTube
Origin
Mixed
Food & beverage

Mechanics

  • ChallengePrimary
  • Transgression
  • Controversy
  • Platform jump
  • Press loop

How it spread

Trace the origin

McDonald’s launched Edgar Wright’s eyebrow film on social and TV. Twitter reactions and a union parody crossed audiences alongside paid creators and app offers. Eurobest’s award report later credited the campaign with a sales increase.

Jan ’23FebMarAprMayJulSepNovDecInstagramYouTubePressXRedditApp storesOpen webTV
InstagramYouTubePressXRedditApp storesOpen webTV

15 more events on this chart

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Timeline (18)

  1. January 2023

    McDonald’s UK precursor · Jan 10 ’23

    McDonald’s UK teased animated eyebrow arches on Instagram before releasing the film.[1]

    McDonald's ad
    Open the first post ↗

  2. McDonald’s UK / Edgar Wright seed · Jan 13 ’23

    McDonald’s released Edgar Wright’s office film on social media and TV.[2][1]

  3. Adweek press · Jan 13 ’23

    Adweek covered a McDonald’s film that replaced food and restaurant shots with eyebrow invitations.[3]

Changelogupdated Oct 13 ’26
  1. 2026-10-13Added: 14 events, 20 sources · Score 44
Origin
Mixed
Sector
Food & beverage
Region
GB
Partnered creators, Instagram and TikTok total (vendor)
4.4M
As of Mar 15, 2023 · Self-reported · Dyzio
Evidence
Grade B

Spread the same way

Apple Three Minutes

YouTube · 2018

58
An iPhone X-shot film about a train attendant’s brief Chinese New Year reunion with her son.

40M views

Whopper Whopper

TV · 2022

55
Whopper Whopper (Extended)

1B impressions

Ariel: Dads #ShareTheLoad

YouTube · 2016

53
Why is Laundry only a mother’s job? Dads #ShareTheLoad (Hindi) – Ariel

2B impressions

Taco Bell: Freeing Taco T***day

Open web · 2023

53
Taco *Bleep* (Commercial) | Taco Bell

21B impressions

New cases, every week

How the next thing spread, the week it does.

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Jan ’23FebMarAprMayJulSepNovDecInstagramYouTubePressXRedditApp storesOpen webTV
InstagramYouTubePressXRedditApp storesOpen webTV

15 more events on this chart

Join free to see them

  1. January 2023

    McDonald’s UK precursor · Jan 10 ’23

    McDonald’s UK teased animated eyebrow arches on Instagram before releasing the film.[1]

    McDonald's ad
    Open the first post ↗

  2. McDonald’s UK / Edgar Wright seed · Jan 13 ’23

    McDonald’s released Edgar Wright’s office film on social media and TV.[2][1]

  3. Adweek press · Jan 13 ’23

    Adweek covered a McDonald’s film that replaced food and restaurant shots with eyebrow invitations.[3]

  1. platform jump · Jan 13 ’23

  2. platform jump · Jan 14 ’23

Join free to see the other 15 events and the full chart. Free, on every case.

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Why it worked

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