McDonald's France - McDonald's Les Viandes de nos Régions

McDonald's France ran “Les Viandes de nos Régions” to answer a specific question from younger customers: where does the beef actually come from. Four burgers were built on four French cattle breeds, Charolaise, Limousine, Normande and Montbéliarde, and the campaign needed a way to show the sourcing rather than assert it.

The app scans a plate placed on the table and anchors a 3D map of France to it. Selecting a breed drops six pins onto the map, each opening an article on the breed itself or on the traceability of the meat. Navigation stays live over the camera feed, so the map holds its position while the visitor reads.

It shipped for iPhone, iPad and Android phones and tablets.