McDonald´s

Imaginary Iggy celebrated the power of imagination. Through a Christmas campaign that reminded us you're never too old to make believe.

We created Imaginary Iggy, a heartwarming campaign built around an imaginary friend who helps a young girl reconnect with the creativity and wonder of childhood. The film's story resonated with families by capturing a universal truth: while growing up often means leaving make-believe behind, it's never too late to rediscover it.

The story became the foundation for a broader campaign spanning digital experiences, competitions, merchandise and creative activities designed to inspire imagination in homes across the country.

A decorated Christmas tree with a festive monster ornament and a person wearing a holiday sweater featuring a monster face with the hashtag #ReindeerReady.
A tutorial on how to make a snow globe, featuring a visual of materials such as a clean jam jar, figurine of a reindeer, sticky tape, white pom poms, sewing needle, round edge scissors, thread, and fake snow. The process appears on a smartphone screen, with two people holding a photo of a finished stuffed animal snowman.
A holiday craft kit box labeled "Imagination Pack" with art supplies, and two girls making holiday crafts at a table with a decorated Christmas tree in the background.
A monster character with green fur, colorful scales, and striped horns, holding a red sign that says "Christmas Countdown" for a holiday event.

We also partnered with Sarah Hawkins and Ronan Keating to create a Happy Readers book and audiobook, extending the campaign's message beyond Christmas Day and into the everyday magic of make-believe.

D&AD ‘Wood Pencil’ / Cannes Lions ‘Shortlist – Results TBC’ / Clio Awards ‘Silver’ / British Arrows ‘Bronze’ / Campaign ‘Top 10 films 2020’ / The Sun ‘Best Christmas ad’ / Campaign ‘Pick of the week’ / Campaign ‘Ad of the day’ / Ad Age ‘Editors Pick’ / Shots ‘Shot of the week’ / Ad Week ‘Ad of the day’ / The Drum ‘Ad of the day’ / David Reviews ‘5 stars’ / David Reviews ‘Pick Of The Day’