McDonald’s targets ‘inner child’ with giant playground

McDonald’s has taken over the forecourt of Customs House at Sydney’s Circular Quay, with office workers this morning met with the sight of an adult-sized playground constructed as part of the filming of the burger chain’s latest TV commercial.

The McDonald’s Playland is double the size of those normally found in its restaurants in Australia.

Aimed at office workers and tourists, McDonald’s said it will aim to “bring fun back to adults in the city”.

At 10 metres high by 20 metres wide the playground contains slides, tunnels, an adult-size aeroplane, helicopter and giant bus.

There is also a three-metre tall Officer Big Mac, Fillet-O-Fish bouncers, a retro Grimace cage and Hamburglar swing, as well as a Ronald McDonald bench reaching 2.5 metres in height.

McDonald’s first repositioned its brand to appeal to older consumers in 2005. It launched the “Inner Child” campaign created by Leo Burnett.

Helen Farquhar, McDonald’s (ANZ) director of marketing, said: “Adult life carries many restrictions so we want to remind people that McDonald’s is still a place were you can have fun, be yourself and not be judged. A place where you feel like a kid again.”

“This adult-sized Playland allows us to forget about the deadlines, budgets and stresses of life and just revel in this incredible childhood arcadia.”

Taking eight weeks to build, the Playland set was constructed by Gregsets, which also worked on the set production for movies such as StarWars, Moulin Rouge and Australia.

Others involved in the latest marekting push are DDB, production house Revolver, Rhinoplay and art director Karen Murphy.

A launch date for the campaign is yet to be confirmed.


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