We partnered with Netflix’s KPop Demon Hunters to bring the film’s universe into the real world.
Building on the story’s central rivalry between the two idol groups, Huntr/x and the Saja Boys, we created a platform that turned that tension into something fans could participate in—by launching two competing meals, each representing a side.
Fans didn’t just choose what to eat—they chose who to support. Every order became a vote, fueling an ongoing battle between the two groups.
We extended this idea into a full campaign, with both groups actively campaigning for fans.
The campaign culminated in a live-style finale, where a winner was crowned.
Client: McDonald’s
Agency: Wieden+Kennedy
Directed by Maggie Kang & Chris Appelhans
Featured in Forbes, People, ABC, USA TODAY, Rolling Stones, Variety, The Independent, New York Post, Hypebeast, Today, Complex, Timeout, Adage, Adweek, Campaign US, Muse by Clio… more
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From logo to meal to packaging, we built the entire system—and launched it as a full 360 campaign.
Battle For The Fans :30
We kicked off the campaign with a TVC that introduced the rivalry and invited fans to pick a side.
Saja Boys Meal :15
Huntrix Meal :15
We approached the campaign like a K-pop album drop—building hype through a series of idol-style promotions.
From album cover-style meal posters and collectible photocards to fashion-led billboards in SoHo, fashion merch, Rolling Stone covers, and performance videos and more—each asset felt like an idol’s comeback moment.
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Meal Posters
Album cover–style posters turned each meal into a collectible.
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Collectible Photocards
Each meal came with a randomized photocard, tapping into real fan behavior.
Rare cards quickly became highly sought-after, reselling on secondary markets at ridiculous prices.
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Billboards
The two groups hijacked each other’s billboards across SoHo—turning OOH into a visible, escalating rivalry.
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Rolling Stone Covers
Both groups took over Rolling Stone covers to promote their meals.
Iconic Corner Store Takeover
We extended this into a real-world activation by taking over iconic corner stores—inviting fans to pick a cover to pick a side.
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Fashion Merch
Each group collaborated with a Korean streetwear brand to launch exclusive fashion merch—allowing fans to wear their allegiance.
The rivalry fueled fan behavior.
Fans took to social to support their side—while some couldn’t choose and backed both, driving even more engagement.
We continuously dropped more executions to fuel the battle and keep momentum alive throughout the campaign.
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Finale
Each meal included an access card that unlocked the final chapter—leading fans to the campaign’s ultimate moment: Awards.
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Award show - Battle For the Fans
We closed the campaign with a live-style award show that crowned the winning group.
-The singing actors of the characters came together for performances, turning the finale into a celebratory, fan-driven climax.
How It’s Done - Huntr/x
Soda Pop - Saja Boys
