Creativity

McDonald's Anniversary Effort Captures Your Memories via Speech Recognition

Campaign Celebrating Brand's 40 Years in the U.K. Centers on Nostalgia

Published on Aug 28, 2014

Editor's Pick

McDonald's is collecting people's memories online using speech recognition, in an interactive campaign celebrating its 40th anniversary since launching in the U.K. The fast food chain's 40tgether.com website, created by Razorfish, lets users submit a memory either by writing or speaking, using Google's Speech Recognition API. As people speak or write about their McDonald's memory, their words appear on screen, typeset into an illustrated and animated poster using Google Fonts. Colors, fonts, icons and animation are chosen according to the memory's content. The finished posters can be explored by selecting a decade, theme or by scrolling through the online gallery.

A selection of the memories will also be chosen to feature in digital, OOH and display media executions, while four TV ads, by Leo Burnett, encourage people to visit the site and submit their memories. The TV work depicts different milestone moments from people's lives (with McDonald's playing a role in each): for example, moving home, a first date, passing a driving test and a rainy camping vacation.

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About

Credits

Date
Aug 28, 2014
Agency:
Razorfish London
Client:
McDonald's
Digital Creative:
Razorfish
Global Chief Creative Officer:
Daniel Bonner
Creative Director:
Cyril Louis
Associate CD:
Paul Stoeter
Associate CD:
Jon Usher
Information Architect:
Ronin Cho
Art Director:
Steven Yip
Designer:
Tamara Miller
Agency Producer:
Mark Andrews
Account Director:
Fiona McGillivray
Digital Production:
Goodboy

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