McDonald’s Side Missions is a campaign celebrating life’s unscripted adventures, inspiring young explorers to embrace the spirit of spontaneity and turn everyday moments into unforgettable stories. Side missions on hard mode challenge users to post a video of themselves downing a McDonald’s meal in extreme conditions, or order a “LEET” meal that costs exactly £13.37.
“Side Missions is our love letter to every spontaneous Maccies run that somehow feels more exciting than whatever you were meant to be doing,” detailed Leo UK executive creative directors James Millers and Andrew Long, “We tapped into the language of gaming to reframe these everyday pitstops as playable moments—turning cravings into quests, fans into players, and McDonald’s into the most fun side mission on the map.”
