TBWA\Spain and cult streetwear label Eme Studios turn a hoodie into hidden deals
Description
McDonald’s launches the first hoodie designed to be cut up to reveal deals. In collaboration with TBWA\Spain and urban fashion label Eme Studios, the limited-edition hoodie hides real McDonald’s deals inside cut away patches.
The first of its kind move reframes value as a cultural and high-fashion signal. Gen Z sees smart spending as a point of pride. According to YouGov, 70% say they are more financially cautious than before, and nearly seven in ten use budgeting strategies as part of their lifestyle. At the same time, fashion has become more hands-on with cut-outs, patches and DIY edits that turn mass made garments into something personalized.
The drop follows a teaser campaign launched on March 2nd with a digital-first rollout and street activations in Madrid. An influencer program will extend the launch, and for a limited time, fans will have additional opportunities to earn the hoodie through the app.
This professional campaign titled 'Hidden Deals Hoodie' was published in Spain in March, 2026. It was created for the brands: Eme Studios and McDonald's, by ad agency: TBWA/Spain. This Design and OOH Outdoor media campaign is related to the Fashion and Food industries and contains 3 media assets. It was submitted about 22 hours ago by Sarah Okrent of MullenLowe Group.
Credits
Advertising Agency: TBWA\Spain
Advertiser: McDonald's
Brands: McDonald's and EmeStudios
Chief Marketing Officer: Álvaro Miguel.
Head of Advertising: Eduardo Gómez.
Advertising Manager: Javier Bosque y Pedro de Leon.
Founder/CEO EmeStudios: Conra Martínez.
Co-Owner/Brand & Strategy EmeStudios: Gabriel Morón.
Chief Creative Officer: José María Roca
Executive Creative Director: Paulo Areas
Director of Strategy: Juan Pablo Camargo
Head of Production: Azahara Ramos
Account Director: Amalia Mateos
Director of Strategy: Ana Villarino
Creative Directors: Charlie Lastra and Marina Rodríguez
Copywriter: Sara Archilla and Beatriz Riol
Art Director: Malena Yurman
Executive producer agency: Mariluz Chamizo
Account Executive: Elena Rodríguez
Head of Social: Guillermo Gamboa.
Social Media strategy: Cristina Asensio.
Production company: Plaza by Little Spain
Director: Pablo Rossano
Production Manager: Yago López Abril
Post-production: Plaza by Little Spain
Media agency: OMD
