McDonald’s / Monopoly
Peel a sticker, or someone else wins it all.
The game mechanic becomes the graphics.
McDonald’s 2017 Monopoly graphics extend the participant’s central action: peeling a sticker. This leads to a module with a dotted outline and folded corner. One construction connects prizes of different scales and allows advertising messages to be assembled in a consistent language. It forms the basis of the campaign and packaging.
A module rather than isolated layouts
Prizes share one card construction. Dense typography and a pictogram distinguish name and content, allowing different categories to be combined.
The campaign rule
Cards are arranged around a direct call to action. Dotted rules separate information levels and retain the link with the sticker mechanic.
Packaging as part of participation
Packaging assigns distinct roles to its sides: a large slogan and a collection of prizes. Kraft paper joins the palette while graphic rules remain shared with advertising.
SpartakA century of personal stories
