McDonald's was set to launch a brand new Creamy Mushroom Cheeseburger, and what better way to introduce it than by using the mushroom as a visual mnemonic — inviting people to unlock mmmmore flavours. Paired with an activation that challenged people to hunt for mushroom keys around Orchard and Raffles Place for a chance to win a free burger.

Ultimately, the burger sold out within just 2 weeks, way ahead of projections!