McDonald's Goes Beyond Burgers: The "Méqui" Campaign

For many, McDonald's represents a pillar of fast-food convenience. But in Brazil, the Golden Arches hold a deeper meaning, reflected in the affectionate nickname "Méqui." This isn't just a place for grabbing a quick bite; it's a stage for life's most cherished moments.

McDonald's Brazil's recent campaign, "That's Why I Call McDonald's Méqui," beautifully captures this sentiment. By showcasing real stories from everyday people, the campaign goes beyond advertising, becoming a poignant documentary of the emotional connection Brazilians share with the brand.

From Soccer Celebrations to Birthday Wishes: "Méqui" as a Place of Shared Memories

The campaign features four heartwarming narratives that resonate with the Brazilian audience. For soccer fan Marcel, Méqui wasn't just a place to celebrate his team's victory; it was where he unexpectedly met his idol, solidifying the memory.

Similarly, the Murata family found a haven in Méqui. Little Thomas's love for Happy Meals became the bridge that reconnected grandparents, parents, and grandchildren, transforming the restaurant into a place of joyous family reunions.

Camile's story highlights the power of Méqui to turn childhood dreams into reality. Her dream of a McDonald's birthday party, seemingly impossible due to the opening date, was miraculously fulfilled by her thoughtful aunts. The experience remains a cherished memory.

The campaign even touches on the theme of love, showcasing Paulo's unique proposal to Camila at Méqui, their favorite spot. The engagement rings hidden in a Cheddar McMelt box add a playful touch, symbolizing the beginning of their journey with a special Méqui twist.

Méqui: More Than Just a Nickname

These stories showcase why "Méqui" is more than just a nickname; it represents a shared language of memories and emotions. Sérgio Eleutério, Marketing Director at McDonald's Brazil, acknowledges this by stating, "Calling McDonald's Méqui is the Brazilian way to manifest all their love for our brand."

The campaign's success lies in its authenticity. As Rafael Urenha, Chief Creative Officer at GALERIA.ag, the advertising agency behind the campaign, states, "This campaign represents nothing more than the stories behind such an intimate and deep relationship." By capturing these personal narratives with sensitivity, the campaign transcends advertising, becoming a relatable and heartwarming portrait of human connection.

McDonald's as a Cultural Hub

"Méqui" goes beyond a playful nickname; it signifies the brand's deep integration into Brazilian culture. McDonald's has become a backdrop for life's milestones, from childhood celebrations to romantic proposals. The campaign highlights this cultural significance, showcasing the brand as a place where memories are made and shared.

A Campaign That Resonates

The "Méqui" campaign's impact is undeniable. By telling relatable stories, the brand connects with Brazilians on a personal level, fostering a sense of loyalty and affection. The campaign's success demonstrates the power of storytelling in advertising, proving that authentic narratives can resonate with audiences and create lasting impressions.

In conclusion, McDonald's Brazil's "Méqui" campaign is more than just a marketing initiative. It's a celebration of the emotional connection between the brand and its Brazilian consumers. By showcasing real stories, the campaign highlights the cultural significance of "Méqui" and the enduring memories associated with the Golden Arches. The campaign's success serves as a testament to the power of storytelling and the importance of authentic connections in the world of marketing.

Titles: The Proposal / The Idol / The Party / The Reunion 

Length: 60” 

Client: Méqui 

Product: Institutional 

Campaign: That’s why I call McDonal’s Méqui

Agency: GALERIA.ag  

CCO: Rafael Urenha  

Creation Executive Direction: Carlos Schleder, Phil Daijó and Rodrigo Marangoni

Creation Direction: Guzera, Rodrigo Porto, Mellina Fontoura and Paula Keller Perego 

ACD: Rodrigo Bonfim and Victor Capato 

Creation: Rodrigo Bonfim, Victor Capato, Elder Caldeira, Marcelo Vaz and André Kirkelis 

Content: Thaís Lapastini, Guillermo Calvin, Rebeca Avila, Polianna Sena, Victor Moraes, Lucas Melo, Renan Silva, Gabriela Greipel and Giovanna Maracajá 

Account: Ana Coutinho, Paula Salvarani, Tais Boaventura, Larissa Gama, Bruna Santarosa, Giulia Vita e Júlia Dantas 

Client Approval: Sérgio Aguiar Eleutério, Lariane Duarte, Bruna Lahr, Letícia Anjos and Maria Eduarda Felix 

Media: Paulo Ilha, Kaline Lessio, Isabella Ferro, Mirella Covaleski, Bruno Souza, Gustavo Botelho and Juan Cesar 

Strategy: Carol Mello, Rafael Martins, Felipe Ribeiro, Matheus Brito, Júlia Ferraz, Alana Moraes, Felipe Fonseca, Graziele Soares and Vitor Corrêa 

PR: Patricia Capuchinho, Mariana Novaes and Fernanda Gil 

Influence: Karen Bartels, Tiago Carvalho, Patricia Laureano, Mylena Fontes, Beatriz Cardoso and Nathália Belisario 

Data and Technology: Guido Sarti, Marcelo Azevedo and Rafael Ribeiro 

Project: Marione Oliveira, Michel Ferreira and Maisa Amorim 

Graphic and Digital Prodution Direction: Marcos Moura 

Artbuyer: Bruna Costa 

Graphic Production: Leandro Cabral, Cristiano Arashiro, Leonardo Fioravante, Karine Parpaiola and Gabriela Correa 

Digital Production: Gessica Sales and Natassia Santoro 

Finish Coordination: Pablo Felix 

Image Treatment: Marcelo Reis and Cesar Bonfim 

Proofreading: Teresa Montes 

Integrated Production: Ducha Lopes, Fabio Truci, Fernanda Domingues, Natália Menken and Vinicius Pascal  

Legal: Rosimeire Brito and Isabelle Versannio 
 

Image Producer: Hungry Man 

Direction: JC Feyer 

Managing Partner: Alex Mehedff  

Executive Producer: Alex Mehedff and Sarina D’Avila  

Executive Creative Producer: Fabio Pinheiro  

Creative Assistant: Leonardo Godinho and Vitória Zamfolini  

Line Producer: Fernanda Kalume and Flavia Sereno  

Head of Production: Gabriel Sidorenko  

In-house Production Coordinator: Marcelo Cintra and Rafaela Pellegrini 

Coordinator Assistant: Wesley de Oliveira 

Business Affairs Manager: Matheus Rosa 

AD: Bruno Galvão Romboli 

Photography Director: Lula Carvalho 

Art Director: Pedro Bolo 

Costume Designer: Gabriela Pinesso 

Production Director: Valeria Amorim 

Cast Direction: Carminha and Eduardo Piva  

Cook: Luiz Alfredo Guedes 

Head of Post-production: Rodrigo Oliveira  

Post-Production Team: JP Oliveira and Michael Eduardo 

Sound Producer: Evil Twin 

Music Direction and Prodution: André Namur, Peter Sauces, Marcio Biaso, Murilo Faria and André Faria

Edition, mixing, sfx and finish: Rafael Vieira, Gustavo Boselli, André D’Avila, Paulo Ribeiro, Niper and Guilherme Xibrusk 

Account/Coordination: Manoella Coelho da Fonseca, Juliana Tangary, Thaís Becker and Letícia Brito 

Voice Over: Oliver 

Post-production: FRAME 

Head of post-production: Wilson Fernandes and Gabriel Mariano 

Post-production assistant: André dos Santos 

Finishing: Marília Ramos, Viviane Torre, Lucas Marini and Diego Nascimento Colorist: Serginho Pasqualino - Bleach  

Composer: Ricardo Costa, Ailton Piuí, André Toma and Guilherme Travassos 

Motion: Ebson Clarindo 

Mounting: Paulo Barros 

Mounting Assistant: Daniela Peixoto