Discovery

I was approached by the McDonald's team within DDB Sydney to develop a set of merchandise concepts for a pitch targeted at leveraging the State of Origin fanfare.

The State of Origin creates annual friendly rivalry but also brings to light the fans who have loyalties to both sides whether out of tradition, geography, or 'just because'.

Development

The key concept theme centred around sharing a total love for footy and would feature 'reversible' designs that allowed wearers to show off the blue or maroon colours as they felt fit.

The theme also took a look at the rich history of the sport.

I did a historical deep dive into past merchandise and uniforms and incorporated patterns and visual elements into the design.

The merchandise concepts consisted of a scarf and beanie.

Delivery

The pitch did not proceed because it did not fit the scope or budget within the client marketing calendar, however my concepts hit the mark across all criteria and remains one of my favourite projects to have worked on despite it's undue end.

McDonald's continued the campaign with targeted TVC ads aired in 2023.