If you thought EA Sports’ FIFA World beta release was a surprise, wait until you see this. For the first time in its storied history, McDonalds will change the familiar red packaging for its French Fries on a global scale starting May 26th. Instead of the iconic box fans love, they’ll see one of 12 custom pieces of artwork celebrating the 2014 FIFA World Cup.
On top of that, you’ll find instructions on the back of the box to download a new iOS and Android app developed by Trigger called McDonald’s GOL! Once downloaded, you’ll enjoy an Augmented Reality (AR) game that challenges you to kick a ball into the goal. To play, simply hold up the box to the phone, whereupon which you’ll see a virtual reality football (soccer) field appear on the screen.
“This is the first time in brand history we’re changing the packaging design of one of our customers’ most favourite menu items on a global scale, and what better reason than to share in the excitement of one of the most prestigious sporting events in the world,” said Steve Easterbrook, Senior Executive Vice President and Global Chief Brand Officer of McDonald’s. “This is about bringing fun, innovative programming to our customers and celebrating our shared love of futbol. We’re excited to be able to do that through an engaging, interactive mobile experience, and of course with our World-Famous Fries.”
You’ll find the street art on both the Medium and Large Fry boxes. That said, here is the full list of artists who contributed.
- Australia: David Spencer, Artwork Title – ‘The Perfect Kick’
- Brazil: Eduardo Kobra, Artwork Title – ‘O mundo unido pelo futebol’ (translation: ‘The world united by football’)
- Canada: Mügluc, Artwork Title – ‘Unite Together’
- China: Hua Tunan, Artwork Title – ‘World of Victory’
- England: Ben Mosley, Artwork Title – ‘Fans of the World’
- France: Skwak, Artwork Title – ‘The Maniac Football Party’
- Germany: Roman Klonek, Artwork Title – ‘Freaky Fan Club’
- Japan: Doppel, Artwork Title – ‘Kick the One’
- Russia: Egor Koshelev, Artwork Title – ‘The Perfect Goal’
- South Africa: Adele Bantjes, Artwork Title – ‘Heart of the Game’
- Spain: Martin Satí, Artwork Title – ‘Flamenco Number One’
- USA: Tes One, Artwork Title – ‘Formations’