Context
McDonald's runs a global recycling initiative fronted by a robot that reminds kids to recycle. For local audiences it needed to feel warmer and more alive, a character children would actually connect with.
Solution / Impact
Come Cartón, a character built to charm kids, not just label a bin. The initiative became a livelier campaign with its own activities and materials, turning a recycling reminder into something that teaches and sticks.
Character DesignCampaign DesignBrand Content
