J Balvin x McDonald’s Dorado

BRANDED CONTENT ACTIVATION/DIGITAL STUNT

Dorado is a music video collaboration between McDonald’s and J Balvin. Off the heels of the J Balvin Meal, we pitched the idea of creating a love letter to Latinx, written by the prince of reggaeton and the golden arches. Balvin had just released Colores, a concept album where each song is named after a color… and it just so happened that he hadn’t written a song about the McDonald’s color-of-choice: gold aka Dorado.

We collaborated with Balvin and his team to write/produce this song and video. And to make it extra special, we wanted to serve the world premiere of the video exclusively through the McDonald’s app. That way you can order a Big Mac and a side of Dorado at checkout. We teased the rollout of the world premiere through social, like an official J Balvin video. Along with some clever uses of paid social to make the rollout even more special.

We utilized Twitter’s Like to Remind ad unit as a way to give his fans a VIP sneak peak of the video— for those who opted in, they’d be served a special message on Twitter from McDonald’s and J Balvin to head to the McDonald’s app for a first look at the video before the world sees it.

Awards

Cannes Lion 2021 - Shortlist

• Entertainment - Excellence in Music - Dorado, McDonald’s

Effies 2021 - Gold

• Multicultural - Dorado, McDonald’s

2021 Webby - Honoree

• Advertising, Media & PR - Best Viral PR Campaign - Dorado, McDonald’s

2021 HMC - Gold

• Best Cultural Insight - Dorado, McDonald’s