The Challenge
Poland’s winters are notoriously long, cold, and grey — an environment that people simply endure. However, one bright spot locals look forward to each year is the return of the limited-time Drwala burger. Over the past 7 years, McDonald’s has built a seasonal platform around this fan-favorite item under the banner “A Better Side of Winter,” using immersive, emotionally-driven experiences to turn the Drwala burger into a true cultural moment. This year, to extend that platform, we brought color to the grey Polish streets — starting with a McDonald’s restaurant transformed into a giant, life-sized coloring book.
The Solution
McDonald’s transformed a restaurant in Wrocław into a life-sized coloring book. Its façade, scenographic surroundings, and interior were wrapped in bold black-and-white illustrations inspired by classic coloring books. Using a custom digital interface, visitors could color the building in real time — turning a familiar fast-food space into an interactive, ever-changing urban installation. The design invited people to stop, engage, and co-create, making the building itself a joyful and participatory piece of public art.
