Description
McDonald’s Japan challenged itself to transform seasonal product advertisements into "stannable entertainment" rather than transient promotions.
Her name is Miss Eatie, a name derived from being the ultimate "Beauty" born to "Eat." While this blunt and literal naming initially provoked laughter online, the creative execution was entirely serious. By recruiting top creators at the forefront of Japan’s "Kawaii" culture to produce a high-quality idol music video, the project turned her from a mere joke into a figure that fans could genuinely support.
As a result, she transcended the boundaries of traditional advertising, sparking countless pieces of fan art, derivative works, and theory videos to become a complete entertainment phenomenon.
This professional campaign titled 'Miss Eatie' was published in Japan in September, 2025. It was created for the brand: McDonald's, by ad agency: Dentsu. This Content, Digital, and Film media campaign is related to the Food industry and contains 1 media asset. It was submitted about 2 hours ago.
Credits
Client: McDonald’s
Agency: Dentsu
Production Company: Geek Pictures
Executive Creative Director: Takashi Miyamoto
Creative Director & Planner: Rei Hanada
Planner: Kazuki Torikoshi
Planner: Taro Kimura
Director: Mitsunori Yokobori
Director of Photography: Orie Ichihashi
Animation Director: MONYA
Animation Director: Negibby
Character Design: Hamafugu
Music Producer & Composer: Sho Yamamoto
Choreographer: SACO MAKITA
Vocalist: miko
Producer: Naoyasu Tanimura
Project Manager: Takuji Kobayashi
Project Manager: Reoto Nishiguchi
Animation Producer: Shiko
Animation Production Manager: Kantaro Ito
