The Happy Table
An interactive installation for McDonald's.
To adults, this is just a table.
To children, it’s whatever their imagination wants it to be.
To an adult, McDonald’s is just a fast food joint. But to a child, it is more than that – it’s a magical playhouse. So, to please our smallest customers, we re-imagined our restaurants.
Using NFC technology, we turned ordinary looking tables into go-kart racetracks. We programmed NFC sticker tags to act like parts or a racetrack, much like Scaletrix tracks. Then we stuck these stickers tags on the underside of our restaurant tables so that they are invisible. When kids hover their smartphones over our ordinary looking tables, the tables magically turn into McDonaldLand and their mobiles become fun little go-karts.
This campaign was featured in The Next Web, DigitalBuzz, PSFK, Fast Company, Mashable and Design Taxi. This project has also been shortlisted at Cannes and Spikes 2013, and awarded at Singapore Creative Circle Awards 2013.
Agency : DDB Singapore
Group Executive Creative Director : Joji Jacob
Creative Director(Art) : Khalid Osman
Integrated Creative Director(Art) : Ken Choo
Associate Creative Director(Copy) : Lester Lee
Art Director(s) : Elen Winata, Yangwei Wu
Illustrator(s) : Elen Winata, Yangwei Wu
Rich Media Developer : Sean Lee
Mobile Application Engineer : Andrew Candraditya
Associate Project Director : Leslie Goh
Project Manager : Antonio Valentino
Account(s) : Evelyn Loh, Yih Cheng Yak, Nadene Tam