Supersize the Resistance

Late last week, the official McDonald’s Global Twitter account tweeted something extraordinarily out of character:

@realDonaldTrump You are actually a disgusting excuse of a President and we would love to have @BarackObama back, also you have tiny hands.

Now, where did that come from? Asides from being ludicrously unlike the global fast food chain to tweet anti-Trump, political messages, it was also strangely hilarious, especially the public dismissal of Donald’s tiny hands. Of course, the brand quickly deleted the Tweet (not before it was screenshotted for eternity) and blamed hackers; it still hasn’t been revealed who actually did this, perhaps just a disgruntled employee, it’s likely we’ll never know.

And so, American agency Hunt, Gather jumped at the opportunity to make the most of this unusual McDonald’s behaviour and created a line of clothing entitled Supersize the Resistance, supporting the tweet and using it to kickstart yet another protest campaign against the newly-elected President. Taking graphics reminiscent of the Russian Revolution (such as the iconic fist), they adapted them to McDonald’s’ quintessential red/yellow colour palette and produced t-shirts, bags and hats, all of which are available on their website here.

What’s more, the agency will make zero profit from this escapade, donating all profits to Meals on Wheels: a charity that delivers meals to the elderly.

Clever, philanthropic and topical quick-thinking from the creative shop, a great marketing stunt.