Return of Grimace
Grimace has returned to New Zealand to engage both old and new fans, celebrating his comeback with a custom-made social filter.
- HISTORY
- BRAND ENGAGEMENT
- SOCIAL FILTER
PHQ collaborated with DDB and McDonald’s to revive Grimace with a playful social filter. From his 1971 debut to becoming a beloved character, the purple icon returned to New Zealand, engaging both old and new fans, celebrating his quirky charm and character through a custom-made digital experience.
The Grimace lens on Snapchat was a hit, achieving 191,724 views, 149,225 plays, and an average camera playtime of 5.5 seconds. With 11,382 shares, the playful filter successfully captivated McDonald's fans. Designed for both Snapchat and Instagram, it brought Grimace back to life, offering users a fun, interactive experience that sparked nostalgia. The objective was to foster brand engagement, celebrate Grimace’s quirky personality, and create a shareable moment. By blending interactivity and humor, the filter not only showcased Grimace’s charm but also reignited his place as a beloved character in McDonald's history.
Video
- BRAND LOYALTY
- SHAREABILITY
- FANS
Guess who’s back to New Zealand shores?
Featuring funky illustrations of our area and team, our brand character materialises in different places for you to spot and click him as many times as you can.
This fun social filter was created to amplify Grimace’s return.
