McDonald's Get Up and Go
World's first global sunrise live stream
Overview
To celebrate the arrival of 2015, McDonald's launched an innovative campaign featuring the world's first "All Day Sunrise" experience. This innovative initiative live-streamed sunrises from iconic cities around the globe, beginning with the earliest sunrise in Gisborne, New Zealand, and creating a continuous sunrise experience.
My role as digital art director
Led the visual design and art direction for the campaign website, creating an immersive digital platform that brought the global sunrise experience to life.
The Challenge
Create a cohesive digital experience that would showcase live sunrise streams from multiple global locations, seamlessly integrate McDonald's All Day Breakfast promotion, and drive social media participation and brand awareness.
Solution and key features
Introduction experience
Designed a compelling countdown interface that built anticipation for the next sunrise, creating an emotional connection with the global journey ahead.
Global sunrise dashboard
Developed a comprehensive landing page featuring:
Real-time sunrise tracking from iconic cities worldwide
Live streaming integration for current sunrise locations
Interactive navigation dock providing seamless access to different campaign sections
Responsive design ensuring optimal viewing across all devices
Social integration
Conceptualized and designed the Instagram contest interface encouraging users to:
Capture and share their own sunrise moments using #getupandgo
Win McDonald's vouchers, creating tangible brand value
Product information
Strategically incorporated McDonald's All Day Breakfast promotion (January 1-4) into the experience, connecting the campaign's sunrise theme with the brand's core offering.
