After nearly a decade in storage, McDonald’s is dusting off one of its most-loved promotions, MONOPOLY Game, and relaunching it for 2025 with a swagger that’s equal parts nostalgia and new-school. Built with Wieden+Kennedy New York and brought to life by Somesuch director Dan Streit, the campaign reframes the classic game for today’s feed-first fan: eat what you love, and maybe walk away with cash and other prizes.
The new creative platform, “Get Your Bag,” taps directly into the “chase-the-bag” mindset. The double meaning is the point: grab your McDonald’s bag, and, if the pieces line up, secure the money bag too. That language and attitude permeate every touchpoint: the film, packaging, in-restaurant moments, the app, and social media.
At the center is a candy-colored, bespoke MONOPOLY world, a mixed-media playground where practical sets collide with quirky animation and Streit’s offbeat humor. Mr. Monopoly gets a makeover as a campy, self-aware emcee who treats McDonald’s channels like his personal notes app, popping up in posts, clips, and even OOH to hype the hunt. Watch below:
The rollout is extensive, encompassing linear and digital video, social media, influencer marketing, refreshed packaging, in-restaurant experiences, and a Times Square takeover. Celebs and creators, including Heidi Montag, Porsha Williams, and Dylan Efron, are already leaning into the “chasing the bag” energy on their social media feeds, stoking the FOMO.
McDonald’s says the revival is about honoring a core memory for long-time players while making it easy and irresistible for new ones to jump in through a more digital-first experience. Hasbro, meanwhile, frames it as an extension of MONOPOLY’s nine-decade legacy of friendly competition, communal fun and now supercharged by a brand that knows how to turn game nights into cultural moments.
CREDITS:
BRAND: McDonald’s
- Chief Marketing Officer: Alyssa Buetikofer
- Vice President: Jennifer Healan
- Marketing Director: Guillaume Huin
- Marketing Manager: Jen Slack
- Marketing Manager: Jasmine Seals
- Media Director: Amanda Mulligan
- Social Manager: Stella Kleynerman
- Vice President: Jackie Bruzek
- Marketing Manager: Amanda Wilt
- Content Manager: Paula Steenstra
- Content Manager: Victor Garcia
- Operations Director: Elizabeth Riley-Green
- Operations Director: Emma Rossberger
- Producer: Madison Ramirez
- Advisor: Todd Dressel
AGENCY: Wieden+Kennedy New York
- Executive Creative Director: Eric Helin
- Creative Director: Alex McClelland
- Associate Creative Director: Laura Bailey
- Associate Creative Director: Jen Hubbard
- Art Director: Vail Prior
- Copywriter: Sydney Illum
- Designer: James Hughes
- Designer: Isobel Connelly
- Head of Production: Nick Setomatt unski
- Executive Producer: Kristen Johnson
- Producer: Jake Freeman
- Producer: Cecilia Ramirez
- Group Account Director: Brandon Pracht
- Account Director: Lauren Makee
- Account Supervisor: Jamie Horowitz
- Account Executive: Deanna Rivera
- Strategy Director: Tass Tsitsopoulos
- Strategy Director: Andrew Fisher
- Strategist: Olivia Campbell
- Strategy Director: Caleb Smith
PRODUCTION COMPANY: Somesuch US
- Director: Dan Streit
- Focus Puller: Sally Campbell
- Focus Puller: Tim Nash
- Managing Director: Seth Wilson
- Head of Production: Roger Zorovich
- Executive Producer: Ryland Burns
- Producer: Kwok Yau
PRODUCTION SERVICE: Unit+Sofa
- Executive Producer: Fady Salame
- Executive Producer: Martin Sobotka
- Executive Producer: Veronika Hajková
- Line Producer: Alexandra Vondračková
- Production Manager: Karolina Smrčková
- Coordinator: Maryana Kozak
- Production Assistant: Emilie Diatta
- Director of Photography: Anna Smoronova
- 1st AD: Frankie Rezek
- 2nd AD: Kateřina Šafránková
- 1st AC: Patrik Rams
- 2nd AC: Dennis Procházka
- Director of Photography: Šimon Dvořáček
- 1st AC: Martin Carda
- Sound: Jan Paul
- Boom Operator: Tomáš Červenka
- Electrician: Vaclav Šejna
- Rigging: Jiří Valenta
- Runner: Šimon Kucka
- Grip: Ludvik Hradílek
Electric Theatre Collective (Post Production / VFX)
- Creative Director: Kyle Cody
- VFX Supervisor: Ruairí Twohig
- CG Lead: Tom Bardwell
- Shoot Supervisor: Alex Prod’Homme
- Executive Producer: Polly Durrance
- Producer: Dara Ó Cairbre
- Producer: Jamie Hughes
- Colourist: Andi Chu
Church Edit (Editorial)
- Editor: Mah Ferraz
- Edit Assistant: Tara O’Sullivan
- Edit Assistant: Sky Kim
- Producer: Kylie DeVries
- Executive Producer: Lexi Stearn
- Head of Production: Elyse Robinson
MUSIC/SOUND: Shlempo, Inc.
- Managing Partner: Gabriel Gundacker
- Creative Director: Gabriel Gundacker
- Creative Director: Dan Streit
MUSIC/SOUND: Sonic Union
- Sound Designer: Julienne Guffain
- Studio Manager: Justine Cortale
ANIMATION: Electric Studios
- Creative Director: Geoff Parsons
- Creative Director: Akin Akinsiku
- Producer: Naima Souza Vogt
- Producer: Samia Ahmed Turner
- Coordinator: Rika Kulsavat
- Motion Designer: Stephanie Dewhirst
- Motion Designer: Sophie Joint
- Character Design: Bebe Ogloza
- Character Design: Marcos Fernandes
REELated:
Sam Richardson is back with Totino’s and he ain’t sharing
