Design and art direction for the launch of the McSpicy, for McDonald's UK - with a visual identity based around spice tolerance.

Spice is subjective. What might be a little tickle for one person, is a full on meltdown for somebody else. So we asked the nation to decide – how spicy is the McSpicy for you? The #McSpicyDebate is a social first campaign that invited the nation to share their reactions to the limited edition burger. It kicked off with a social and TV film set to Nelly’s Hot in Herre to get the word out. Social polls asking people how they perceived spice were linked to DOOH boards that launched the debate and later showed the results. As part of the campaign, I created a visual identity based on spice tolerance, featuring a custom logo and typeface.

Creative Credits
Mark Elwood — Executive Creative Director
Tom Sussman — Head of Strategy
Phil Bosher — Head of Design
James Millers — Creative Director
Andrew Long — Creative Director
Alice Pearce — Creative
Aaron Taylor — Creative
Sam Kallen — Senior Designer, Typography
Carmen Perez — Motion Design
Scott Grummet — Photography

Project Details
Year —  2021
Client — McDonald's UK
Agency — Leo Burnett London