# Bubbly Playful Game Designs Mcdonald’s Monopoly Was Given Life by MORPHINE Motion Graphics By Kalin Ned | Published 2019-01-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/playful-game References: [behance.net](https://www.behance.net/gallery/70973495/McDonalds-Monopoly) & [morphine.uy](http://www.morphine.com.uy) 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. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 81% | Activity: 75% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Whimsical Game Designs:** Creating playful and engaging game designs inspired by popular board games like Monopoly. - **Motion Graphics in Marketing:** Utilizing motion graphics to enhance the visual appeal and engagement of marketing campaigns. - **Narrative-based Branding:** Creating narrative themes and characters that are tied to real-world entities as part of branding initiatives. ### Sectors Adopting This - **Fast Food:** Using playful game designs to enhance the consumer experience in fast food establishments. - **Graphic Design:** Providing motion graphics services to enhance the visual identity of marketing campaigns. - **Real Estate:** Using narrative-based branding to connect real estate agents and companies with their target audience. ## Related on Trend Hunter - [Night QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-night-posters.md) - [Gamified Fast Food Challenges](https://www.trendhunter.com/trends/mcdonalds-side-missions.md) - [QSR Game-Inspired Fitness Partnerships](https://www.trendhunter.com/trends/mcdonalds-monopoly1.md) - [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md) - [Street Burger Campaigns](https://www.trendhunter.com/trends/street-fighter-menu.md) - [Nugget-Inspired Video Games](https://www.trendhunter.com/trends/mcnuggets-land.md) - [QSR Food-Inspired Door Designs](https://www.trendhunter.com/trends/mcdonalds-france-1.md) - [Architecture-Inspired QSR Ads](https://www.trendhunter.com/trends/new-mcdonalds-campaign.md) - [Interactive Digital QSR Experiences](https://www.trendhunter.com/trends/mcdonaldland-vr.md)