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Global McDonald's Application in Belarus
Background:
The global McDonald's application, which is already used by millions of people in more than 30 countries, is now in Belarus.
The app contains McDonald's unique delicious suggestions, taking into account your own preferences, favourite dishes, time of visit and much more, and makes personal offers based on this data. In addition, it introduces you to the menu, news, and McDonald's restaurants' directions.

Brief:
To announce the McDonald's application launch in Belarus.

Insight:
Fear of missing out, or fear of being "out of the subject matter" is the fear of missing something important, not being among those who tried the something brand new, pushes people to constantly search for information valuable to the majority.

Strategy:
We know about this phenomenon, so we chose Instagram-celebrities as the main characters, who visit McDonald's from time to time. We showed them the application and offered to become the main characters of the campaign so that they could spread the news about it to their subscribers and all Belarusians.

Idea:
I can't do my thing until I get a global McDonald's application on my device.

Execution:
We decided on a series of bright images, which became the basis for key visuals and Stories-size spots.