McDonald’s and Kerwin Frost Offered The Best of Pop Culture at Art Basel Miami
Art Basel Miami 2023 witnessed an unprecedented collaboration between McDonald's, NTWRK, and Kerwin Frost, pushing the threshold of conventional partnerships. This unique event was not just a fusion of brands; it was a celebration of storytelling, community, and creativity, setting a new standard for pop-culture-rich experiences.
McDonald's unveiled a fresh take on the classic unboxing experience that fans around the world cherish. Starting December 11, the fast-food giant introduced the Kerwin Frost Box, a global collaboration with visionary artist and lifelong McDonald's fan, Kerwin Frost. This mashup, launching in the U.S and select markets, marked a departure from the ordinary, focusing on reimagining the iconic McNugget Buddies and offering a nostalgic journey for fans.
The Kerwin Frost Box was a revelation, allowing patrons to choose between a 10-piece Chicken McNuggets or a Big Mac, paired with medium World Famous Fries and a medium fountain drink. However, the pièce de résistance was the inclusion of a special McNugget Buddy collectible, making a return after more than 25 years and designed in collaboration with Kerwin Frost himself.
The McNugget Buddies, each with a unique personality and inspired by Kerwin's childhood experiences, brought Frost Way to life. This imaginative world welcomed everyone to express themselves freely, embodying the spirit of inclusivity and creativity. From the Mayor of Frost Way, Kerwin Frost himself, to the Wise Stylist Don Bernice, the Neighborhood Hero Uptown Moe, the Curious Optimist Waffutu, the Cool Guy BRRRICK, and the Dreamer Darla, each character added depth to the narrative.
The lines outside the door at the Miami pop up shop were a testament to the anticipation and eagerness of the attendees. As guests entered, they were greeted with not just a collectible Metro subway style card redeemable for a meal but an entire Kerwin Frost experience. Every attendee received a free Kerwin Frost box and the delightful opportunity to choose a toy that resonated with them, adding a personal touch to the event. Digital art and sculpture-like representations of the characters were abundant throughout the heavily-stylized site.
Kerwin Frost's influence was evident not only in the overall aesthetics of the event; it also gave rise to a plethora of unique merchandise that captivated attendees. The exclusive alliance birthed a collection of items centered around the Kerwin Frost toys, transforming the event into a cultural marketplace where fans could take home tangible memories. Stylish garments like hoodies and T-shirts to accessories like backpacks and visors became an extension of the narrative. Fans were quick to buy up the hype as his fashion-forward approach and professional work added a layer of sophistication to the partnership, elevating the operation from a simple marketing stunt to a genuine celebration of creativity.
Alyssa Buetikofer, Vice President and Chief Marketing Officer at McDonald's Canada, highlighted the brand's commitment to bringing nostalgia and joy to fans of all ages. The Kerwin Frost Box not only reintroduced the beloved McNugget Buddies but also gave them a new look and introduced them to a new generation of fans. The collaboration served as a reminder for people to embrace their creativity and fearlessly showcase who they truly are.
Not only did the pop-up showcase the positive community interaction at Art Basel Miami 2023 but also demonstrated McDonald's ability to seamlessly integrate storytelling mechanics into its events. The experiential pop-up event around fast food became a canvas for cultural convergence, where every detail contributed to the creation of an extraordinary and unforgettable experience. McDonald's, NTWRK, and Kerwin Frost truly left an indelible mark on Art Basel Miami 2023, proving that when culture and pop icons collide, magic happens.
Writing and photography by Joshua Sauceda.
