McDonald's Made the Longest Tray Ever to Celebrate Eating Together

TBWA\Belgium goes to great lengths

Now that it's safe (or at least, safer) to eat indoors with others, McDonald's Belgium is celebrating with a piece of absurdist tableware—a 10-foot-long tray designed for festive communal eating.

TBWA\Belgium dreamed up the stunt, which was activated at McDonald's locations in Brussels. "The tray has always been an object meant to be used individually," the agency says. "The summer of 2021 was the ideal opportunity to give this iconic object a new, more social twist. With less 'me' and a whole lot more 'we'."

The tray, of course, is highly impractical—which lends some humor to the video below, showing some kids trying to navigate a restaurant with it.

McDonald’s | The very very very very ... very long tray
CREDITS

TBWA
Executive Creative Director: Jeroen Bostoen
Creative Director: Jeremie Goldwasser
Copywriter: Julian Lesceux
Art Director: Bruno Giunta
Production: Michel Prairal
Client Service Director: Geert Potargent
Group Account Manager: Elien Onclinx
Account Manager: Marie Buyens, Lore Boghmans
AV Producer: Katrien Van den Brande, Audrey Dierckx, Elien De Brouwer
Traffic Manager: Laurie Herbots

McDonald’s
Chief Marketing Officer: Philipp Wachholz
Marketing Manager: Laurence Anckaert

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. He is the former creative editor of Adweek.

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