To better translate New York City across the world, the company flew in six street artists from Bushwick Collective, a nonprofit art group based in Brooklyn, to paint versions of the new menu item on billboards, Adweek reported.
The campaign currently includes a music video for the song “New York Flavor” (from hip-hop group Artifacts and subway performer Denise Weeks) and a mini-documentary, “The Vibe of Bushwick NY.”
The four-minute video highlights the work of Bushwick Collective and the history of New York and graffiti. Within the first minute, a disclaimer pops up on the screen that reads: “All Bushwick murals are painted with permission of the owners. McDonald’s loves street art when done legally.”