MCDONALD’S RAISE YOUR ARCHES: THE LOOK THAT SAID IT ALL
In a world full of words, McDonald’s made a statement without saying a single one. With mounting pressure in everyday life, people were looking for a reason to smile, connect, and just feel good. Manhattan Communications tapped into that insight—and launched a movement with nothing more than a look.
We took global IP “Raise Your Arches” and gave it local soul. From the Golden Arches teased and cropped to the head-tilting gesture everyone started mimicking, this was a campaign about feel-good vibes without the hard sell. It wasn’t about the food. It wasn’t about the deals. It was about the feeling.
A non-verbal invite that sparked curiosity on screens, streets, and in-store—supported by iconic visuals, influencer play, and clever media across TV, OOH, and social. In-store activations, digital filters, and limited-time McBites made it a full-circle experience.
McDonald’s didn’t just raise arches—they raised eyebrows, smiles, and guest counts.
Raise Your Arches: Because sometimes, all it takes is a look.