Your place or ours?

The Brief:
In Qatar, McDonald's has long been a familiar choice for families. But when it came to hosting children's birthday parties, the brand was slowly falling out of consideration, as parents increasingly opted for themed, highly personalized celebrations at home. Our challenge was to bring McDonald's back into the birthday conversation by reframing what truly makes a great kids' birthday.
The Birthday Culture in Qatar:
Children's birthday parties in Qatar are often beautifully decorated, carefully planned, and visually impressive. Parents invest significant time and effort into creating picture-perfect setups at home, aligned with a strong culture of generosity and hosting. But while these parties are designed to look good for adults, they are often contained and controlled because the home must remain presentable.
Our Opportunity:
While parents focus on decorations, themes, and presentation, children experience birthdays very differently. Kids don't remember the décor or the setup but who they played with and how much fun they had. This gap between what parents focus on and what kids actually value created an opportunity to reframe birthdays around genuine joy rather than visual perfection.
The Strategy:
McDonald's wasn't going to compete with at-home parties on aesthetics or decoration. Instead, it leaned into what kids truly want on their birthday: freedom, noise, and unfiltered fun. By shifting the focus from "hosting well" to "celebrating the way your child would", McDonald's positioned itself as the place where kids could fully be kids, without parents having to manage appearances, their homes, or expectations.
The Creative Idea:
"Your Place or Ours?"
A campaign that contrasts what parents see versus what kids experience. While parents invest in perfect décor at home, the aftermath reveals that the effort was more about adult approval than children's enjoyment. Through a kid's eyes, the décor isn't all that important, and through post-party visuals and this perspective shift, the campaign asks parents a simple question: are you hosting for others, or celebrating your child's day?
At McDonald's, there's no need to contain the fun because it's built for it.