AMSTERDAM, NETHERLANDS – McDonald’s Netherlands has launched Magic Stories, a generative AI experience that turns everyday family visits into personalized animated tales. Seamlessly integrated into the Family interface of the McDonald’s app, Magic Stories invites families to become the heroes of their own evolving narratives, blending the warmth of family traditions with the innovation of artificial intelligence.
“McDonald’s has always been part of family moments – it’s in our DNA. No family is thesame, and with Magic Stories, we can build a more personal connection with each ofthem in a novel way by using AI and by making them the main characters,” said Malou Buné, Marketing Manager Digital at McDonald’s Netherlands.
“The insight behind it all was that there’s always a story behind each McDonald’s visit — whether it’s celebrating after a soccer game, getting together for a birthday, or just picking up takeout for a cozy night in. Everyone who eats at McDonald’s carries these stories, and that becomes your personal mythology with the brand. We wanted to bring that to life. The idea was to build a personal, ever-evolving customer story — where each visit or interaction unlocks a new chapter in your family’s epic. Literally making brand storytelling personal for the first time ever,” said Mikko Pietilä, Regional CCXO of NEXT at TBWA.
“Magic Stories is a testament to the power of collaboration within the TBWA collective. This project brought together creatives from across the globe, led by TBWA\NEBOKO in Amsterdam and TBWA\Helsinki’s NEXT unit, which focuses on brand experiences and innovation.”
The app uses AI to craft stories that feel uniquely personal and magical. By blending user interaction with advanced algorithms and generative visuals, Magic Stories transforms the everyday into something extraordinary, giving families a fresh, playful way to connect.The experience is embedded within the McDonald’s app. Each time a family visits McDonald’s or uses Family Mode, they unlock a new magic item – a virtual collectible that adds narrative twists to their story. Based on the family’s engagement in the app and optional prompts, a unique story is generated, centered on the family’s daily adventures.
The initiative is a collaborative feat between McDonald’s Netherlands and the TBWA collective, spearheaded by TBWA\NEBOKO in Amsterdam and the Helsinki-based innovation unit, TBWA\Helsinki NEXT.
NEXT’s role was instrumental in orchestrating the complex tech and storytelling engine behind Magic Stories. By integrating large language models with custom-trained image generators, the platform offers families magical, high-quality stories with every new interaction — all within a secure, autonomous, and legally compliant system.
Credits:
McDonald’s Netherlands
TBWA\NEBOKO
TBWA\Helsinki NEXT
OMD Netherlands
