Where “McDonald's UK: Raise Your Arches” started

McDonald’s UK / Edgar Wright, on YouTube, Jan 13, 2023. It reached 8 platforms in 10 months.

LineageEach dot, 10,000 global UGC pieces, lower bound (Eurobest entry claim)ContestedKey steps, 12 of 18. Lines follow time and platform
Edgar Wright’s office workers invited colleagues to McDonald’s by raising their eyebrows to Yello’s Oh Yeah.McDonald’s UKBefore the first postMcDonald’s UK / Edgar WrightFirst postAdweekPressPlatform jumpPlatform jumpPeakBacklashOwner responsePlatform jumpPressOwner responseAfterlifePatient zero