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CONCEPT | ART DIRECTION | DESIGN  

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BOOBLOX
McDonald’s x RoBlox: A virtual trick-or-treat innovation
 

To launch the return of the infamous Boo buckets McDonald's US wanted to create an activation that brought trick or treating to every child in America regardless of where they lived.

 

Originally released in 1986 the trick-or-treat pails known as "Boo Buckets," were a staple of the spooky season for several years. Unfortunately, today, many children don’t have the opportunity to go Trick-or-Treating in their neighbourhood. Concerns about health and safety issues such as covid-19 or unsafe/unfamiliar neighbours make parents hesitant for their children to participate.

 

My idea was a collaboration with Roblox to create BooBlox, a Halloween-themed virtual neighbourhood for all. Hidden within games the digital Boo Boxes contained candy that could then be converted to Robux. Players’ online efforts could then be rewarded in the real world as McDonald's allows Robux to be redeemed for candy and other food items in restaurants.

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2021