Not long ago, fast food restaurant McDonald’s enhanced the consumer experienced of its establishment with a playful game design. The engagement initiative took cues from the extremely popular board game ‘Monopoly.’
Of course, in order for a campaign to be successful, one needs to produce a striking and attention-captivating graphic identity to go with it. For this endeavor, McDonald’s taps MORPHINE — a motion graphics studio in Montevideo, Uruguay. The company conceives an incredibly whimsical and bubbly world that is sure to delight those playing McDonald’s Monopoly. The iconography is light-hearted, while the narrative themes are tied to commercial real-world entities — from a Vespa-driving delivery man and a professional real estate agent to a laid-back neighbor and the friendly McDonald’s representative.