From May 2022 to May 2024, I was part of the core brand team for McDonald’s Netherlands at TBWA\X. In the autumn of 2022, I was invited to help develop a concept for the upcoming festive season.

For anyone looking to escape the December madness, McDonald’s had their back. Not only did its restaurants offer the perfect excuse to avoid another festive obligation, we also created a digital experience designed to help fans take a break from the holiday stress.

Introducing Getaway Island: a virtual world filled with games, music, giveaways, and delicious deals. Because, let’s face it, December could always use a little McDonald’s.

The project went on to win a Webby Award—an achievement I’m incredibly proud of.