Let's Watch Xbox Characters Drop by McDonald's for Lunch

Great work from the U.K., Netherlands and Ireland

Here are some notable European campaigns that broke in recent weeks, selected by Muse sibling Ads of the World.

McDonald’s • Xbox, ‘Bringing In-Game Food Into the Real World’
Agency: Leo U.K.

McDonald’s and Xbox turn gaming lore into lunch with a limited-time menu inspired by six major franchises. Halo, Fallout, Forza Horizon, Overwatch, World of Warcraft and Candy Crush each get their own edible Easter egg, while a 60-second film finds characters abandoning missions for McDonald’s. Packaging, creators, rewards and social give fans plenty to obsess over. Read More

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Vodafone Netherlands, ‘True Unlimited’
Agency: Brothers & Sisters

Vodafone takes “True Unlimited” to new heights, sending Bente skydiving at maximum speed to dramatize unrestricted internet performance. As she plummets through the clouds, gamers, businesspeople and others join the free-fall, powered by the same pace. Set to a soaring rework of “I’m So Excited,” the sequel makes speed feel gloriously democratic. Read More

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Road Safety Authority, ‘Take 2’
Agency: Forsman & Bodenfors

The RSA turns a second glance into a lifesaving habit with this motorcycle safety campaign built like a film set. A T-junction becomes the stage for a simple message: Look right, left and right again. The clever conceit underscores a sobering truth: Unlike a film shoot, there are no second takes on the road. Read More

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