Creative Activism in the Service of Corporations 1 Favorite 



Dec 7 2012


Hong Kong

McDonald’s wanted children in Hong Kong to spend more time with their imagination after a study showed that children spend an average of 5 hours studying per day.

In its new ‘I’m Amazing’ campaign, the fast food chain challenges these children to draw and create their ideal McDonald’s environment.

Children were able to curate their own masterpieces and submit them to a microsite, where users could vote or share their favorite drawings on various social networks over a course of 11 weeks.

The top 20 most popular designs were selected to create a new McDonald’s and were then sold at an auction, generating US$64,500.

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