It's in MyHands

The "It’s in MyHands" OOH campaign brings to life a powerful visual insight rooted in everyday behavior: we all interact with our phones using both thumbs, often unconsciously mirroring symmetry as we tap, type, and swipe. That two-thumb typing gesture—so familiar and universal—became the perfect foundation for a new take on the McDonald’s “M.” By positioning a mobile phone centrally and framing it with two equal thumbs angled inward, the shape of the iconic Golden Arches emerges organically, created not by design, but by behavior. This moment captures the essence of "MyM"—personal, habitual, and entirely user-driven. The campaign shows that McDonald’s isn’t just on your screen—it’s literally in your hands. Whether it's accessing daily deals, earning loyalty points, or ordering on the go, the experience is immediate, intimate, and thumb-activated. With this visual as its hero, “It’s in MyHands” becomes more than a headline—it’s a symbol of control, access, and ownership in the app age.