I may have been clutching the hidden object hammer at the time I concepted this (see the Friskies game), but I’ll be damned if the McD / Avatar digital experience wasn’t a perfect nail.

We needed to bring Cameron’s game-changing film to life in a way that promoted Big Mac and stayed true to McDonald’s mantra of Simple, Easy Enjoyment. My idea: A best-in-class game with levels that are unlocked by codes on Big Mac boxes.

We sold it right through to McDonalds USA and went on to sell and execute it for the global McD system.

The results were almost as impressive as Cameron’s box office stats:

• 19% lift in Big Mac sales
• over a million site visitors
• 11 minutes average time spent on site

Kidding.

Note: I was only involved in concepting this project.

UPDATE: This project just won a Gold 2010 Reggie Award!

Here’s a screenshot of the site.