McDonald’s Happy Meal: Empowerment Books
Empowerment Books, a Happy Meal book promotion that encouraged inner growth and confidence in today's kids, through the power of words.
Using children’s positive affirmations, we worked with illustrator and mural artist Cristina Guitain to bring the kids’ messages to life her playful, optimistic style.
Agency: Scholz & Friends
Role: Concept, copy direction
Based on the topics of the Empowerment Books series, each poster showcases a sentence that encourages children to be better humans, look after the environment, and seek positive transformation.
For the streets, we created 5-meter-long colourful billboards, where children could interact with my creations while having their photos taken.
The artworks were also used across other media including online and tv.
