How do go about creating a collab between the largest videogame and restaurant chain in the world? We decided to create the most playable meal ever made. Each meal came with a real life collectible that could be played virtually in game. Every element took fans deeper into Minecraft lore.

The campaign went live in over 90 markets and became McDonalds biggest campaign to date. And the fans took it to a whole new level. They held ceremonies in restaurants, created their own dupes of our toys, and sold out the meal in record time.