The 40th anniversary of Ronald McDonald's | NYGDESIGN
Children's Day is like a train that runs once a year, boarding which sets off a journey to a happy wonderland. This year marks the 40th anniversary of Ronald McDonald, and McDonald's has themed it "McJoy Express," inviting kids of all ages to embark on a journey to joy in June. Therefore, NYGDESIGN designed the packaging for a train on the Shenzhen Metro, transforming Line 1 into a train full of McDonald's happiness. The entire train is themed around Ronald McDonald, with three carriages designed around three IP characters: the Hamburglar, the Milkshake Man, and Birdie the Early Bird. By combining the Four Little Fortunes IP elements with vibrant colors, they created an immersive experience blending childlike wonder with creativity. Of the five McDonald's stores along Line 1, four were designed with different IP characters to match their themes, while the last store the train passes was themed around the Four Little Fortunes, doubling the joy of the "McJoy Express" journey. To maximize the experience of McDonald's-style happiness, they planned and developed an online mini-program with an electronic stamp game to drive traffic effectively to the five stores and make the user experience more novel and fun. The ambiance design and interactive gameplay centered around the "McJoy Express" theme help McDonald's convey the beautiful expectation of "Having Ronald McDonald is like having a time machine to childhood" on this Children's Day.
儿童节就像一年一次限定开动的列车，登车即可开启快乐圣地之旅。今年是麦乐鸡40周年，麦当劳以「麦麦欢乐号」为主题，在六月邀请大小朋友一块开动通往童款快乐。
于是，NYGDESIGN 为深圳地铁的一趟列车进行设计包装，将地铁1号线打造成满载麦当劳快乐的列车。整辆列车以麦当劳叔叔作为主体元素贯穿，三节车厢分别围绕汉堡神偷、奶昔大哥和大鸟姐姐三个IP角色进行设计。通过四小福IP元素与缤纷色彩的搭配方式，实现童趣与创意相融的沉浸式体验。
1号线经过的五家麦当劳门店，其中四家我们以不同的IP角色为主题进行了门店氛围设计，而列车经过的最后一家门店，则被我们打造成四小福主题，让这一趟「麦麦欢乐号」童心加倍。
为了最大化体验麦式快乐，我们策划并开发了活动线上小程序，通过电子印章点亮玩法，实现五家门店的有效引流，也让用户体验更加新颖有趣。
以「麦麦欢乐号」为主题的氛围设计与互动玩法，在这个六一帮助麦当劳传递“拥有麦乐鸡，就有了通往童年的时光机”的美好期待。
*NYGDESIGN 原创作品，未经授权禁止任何形式转载。
