SneakJoy // McDonalds

Sneaking snacks is a guilty pleasure we all share—whether to dodge high prices, satisfy a craving, or simply enjoy the rush of breaking the rules. Instead of hiding this behavior, we decided to celebrate it and turn it into the heart of a playful campaign.

We created witty print ads and location-based notifications near places where snacking is off-limits, giving a knowing wink to the city’s rule-benders. To top it off, we staged the ultimate stunt: inviting Hong Kong’s boldest “snack ninjas” to attempt a daring heist above the clouds.