McDonald's Brazil discovers Atlantis’s lost recipe
With a handmade film ad, the sandwich gets two new versions straight from the mythical city of Atlantis.
)
McFish (aka Filet’o’Fish) is back on the McDonald’s menu.
The sandwich is available at all McDonald’s restaurants across Brazil. In previous seasons, McDonald's Brazil traveled to Alaska to uncover the origins of the pollock fillet used in McFish. This time, the campaign dives into new stories, turning the sandwich’s return into a true deep-sea expedition: all the way towards the mythical city of Atlantis.
Even before the campaign went live and culminated in fans’ reunion with McFish, Méqui engaged with digital communities on social media through a narrative-driven content series. Designed to stir up the longing and love associated with McFish’s iconic flavor, the campaign invited people to embark on a journey toward its comeback.
“We hear our fans and recognise how passionate they are. So, after receiving thousands of requests, we brought Brazil’s favourite fish sandwich back in an epic journey to Atlantis, an adventure worthy of all that love. Beyond celebrating the return of this icon, the campaign invites Fish Lovers to join us on the journey, relive the classic they’ve been longing for, and discover the season’s major new addition: McFish Deluxe,” says Ilca Sierra, McDonald’s Brazil Marketing Director.
Credits
View on- Agency Galeria/Sao Paulo
- Executive Creative Director Rodrigo Marangoni
- Creative Director Gabriel Felde
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Galeria/Sao Paulo
- Executive Creative Director Rodrigo Marangoni
- Creative Director Gabriel Felde
“McFish is a cultural moment for the brand. Unlike other menu items, it has a devoted community of sandwich enthusiasts behind it. That’s why we’re always looking to break from convention and build an engaging narrative arc that gives McFish the spotlight it deserves, and that fans love to follow. This time, we went further than ever; I mean, we went deep, all the way to Atlantis,” says Rodrigo Marangoni, Executive Creative Director at GALERIA.ag.
In McFish and the Lost Recipe of Atlantis, audiences can finally witness the epic journey that brought the sandwich back. With McFish off the menu, the Fish Lovers stopped at nothing, journeying deep beneath the sea. Their archaeological expedition led them to the mythical city of Atlantis and to its lost recipe. Along the way, they uncovered what appears to be an ancient version of “Méqui 1000”, the iconic McDonald’s restaurant on Avenida Paulista, as well as mysterious murals and traces of Atlantean civilization. The brand has now brought its greatest discovery to the menu: the McFish Deluxe, made with lettuce and tomato.
To bring this ambitious production to life, the film was inspired by the visual language of director Wes Anderson, with a scale model of Atlantis built to give the concept a tangible form. “Today, Artificial Intelligence can make any production possible, but it has also led to a certain loss of originality. That’s why this project was conceived and planned down to the smallest detail around one clear decision: to build this universe physically. We created a wide range of models, buildings, ruins, and miniatures, all handmade. Our goal was not only to create a fantastical world, but also to spark the audience’s curiosity about how it was made. In a way, that makes the campaign more compelling and encourages greater interaction with our brand,” says Gabriel Felde, Creative Director at GALERIA.
