Grimace's Birthday
Award: Shortlist
Shortlist / Digital & Social / Tactical / 2024
How did a purple shapeless blob cause one of the biggest TikTok trends of 2023? Why did thousands of young people feel compelled to record 160,000 videos of themselves celebrating his birthday? And how did he make a purple milkshake the most searched-for recipe of the year? This is that story.
Grimace’s Birthday took a timeless truth about the magic of McDonald’s birthday parties, and made it timely and magnetic to the culture and youth of today. From the internetty concept to tactics aimed at Gen Z, to the overwhelming cultural reaction, this campaign set up an unforgettable party.