Serving it up, Golden Arches style, soft serve on the move.

McDonald’s wanted to take the simple joy of soft serve on the road, creating a travelling activation that could delight fans across the country while showcasing the brand’s playful spirit. The challenge was more than just building something eye-catching — it needed to be mobile, reliable, and capable of delivering a flawless customer experience at every stop. We tackled the brief by managing every moving part, from transport and logistics to on-site activation and ongoing maintenance, ensuring the experience was seamless for both staff and customers wherever it went.

All the Moving Parts (Literally)

We didn’t just drop off a trailer and wish them luck, we managed every stage of this travelling activation like a well-oiled (and well-chilled) machine:

• Interstate transport on a custom heavy trailer
  From city streets to outback highways, we moved the activation safely and on schedule, navigating permits, routes, and the quirks of hauling a high-profile build across borders.
• On-site activation and seamless handover to staff
  We arrived early, set up with precision, and handed it over to McDonald’s crew with everything working perfectly, from soft serve machines to signage. No dramas, no downtime.
• Event management from first cone to final clean-up
  We stayed on-site to oversee the activation, troubleshoot on the fly, and keep the customer experience running as smooth as the ice cream itself.
• Return runs for bump-outs, back-to-base storage, and re-prep
  Once the crowd cleared, we handled pack-down, returned the build to base, and prepped it to look (and function) like day one for the next event.
• Clean, pack, repeat so it was show-ready every time
  Every rollout got the VIP treatment, deep cleaning, full maintenance checks, and re-staging so the activation always hit the road looking brand new.

The result? Soft serve joy, delivered state to state, without a single meltdown (the equipment or us).