King W

The W

McDonald's

2016
The Dutch king Willem is hugely popular, and every year on Kingsday our king visits one city. The event is broadcast live on national TV and watched by millions of people. But what nobody knew is that the day before, McDonald's made preparations to hack the event. As we knew the exact route the king would walk, we turned around our iconic trademark for king Willem. And for those who visited McDonald’s we changed the packaging as well. So this is how McDonald's hacked the news with one little twist.