McDonald’s x Friends | Leicester Square Takeover

Our friends at DCM asked us to help McDonald’s deliver the first-ever full Leicester Square takeover for the Friends collaboration. The ambition was scale with cohesion — celebrating an iconic show in a way that felt culturally relevant and considered, without tipping into cliché or superficial fan service across cinema, digital and in-store touchpoints.

We designed a fully integrated takeover, turning Leicester Square into a connected cultural moment. Friends’ instantly recognisable world merged with McDonald’s bold brand to create playful, nostalgic impact across cinema screens, digital takeovers and in-store touchpoints — transforming a single visit into an immersive, end-to-end experience.

In partnership with DCM, we led creative direction and asset rollout across cinema, digital and in-store environments. Every detail was designed for high-impact visibility at scale, resulting in a first-of-its-kind Leicester Square activation that cut through culture, sparked buzz and created a shared public moment. We even made the Metro!