Description:

The iconic McDonalds Kiwiburger was launched in New Zealand in 1991. And in 2023, McDonalds wanted to bring it back for the next generation.

We capitalized on the resurgence of 90’s fashion and culture that has Gen Z in a chokehold, and brought the best of '91 back, with a super high-tech (in 1991) fax-to-win promo. Nostalgic lols for millennials, mysticism for Gen Z’s.

All Kiwis had to do was plug a fax in. Write the word ‘Kiwi.’ Dial 64-9-329-2946. Send. And we'd fax them back in 5-10 minutes with a voucher for a free Kiwiburger. Youngins’ and their World Wide Web would do the rest.

Our design system embraced this eclectic style with various lockups and executions, built from a set of atomic items: colour, type, pattern, angle, and form. The seemingly random variations in our designs reflect youthful, creative expression, unified by a cohesive palette of four colours inspired by the original 90s McDonald's logo. The use of oval-filled and outlined shapes and subtle dot gain 'print' patterns, reminiscent of 90s printing techniques, added to the nostalgic feel. Pixel fonts were chosen to evoke the era of the fax machine.

By incorporating these nostalgic elements, our design system paid homage to the distinctive styles of the 90s, delivering a fresh and cohesive campaign identity for McDonald's. The campaign successfully engaged our target audience, proving the enduring appeal of 90s design.