A complete overhaul of the way McDonald’s talks about digital.

A5 defined the storytelling of the new website and of the McDo app by creating content adapted to the user’s profile and the time of day that the user logged on. We created a new phygital relationship in order to better connect with customers by adapting to their travel and mealtime habits.

What we delivered
— User journey writing
— Tone of voice / editorial guidelines
— Creating the first templates
— Writing content