Cultural Insight: For Latino audiences, music isn’t just entertainment, it’s a powerful expression of identity, pride, and cultural connection.

When McDonald’s launched the J Balvin Meal, fans embraced the collaboration instantly. But beyond the meal itself, we saw an opportunity to deepen the cultural connection by giving fans something else they were craving: new music.

Inspired by the one color missing from Balvin’s Colores album, we introduced “Dorado,” a track celebrating Latino pride, optimism, and the symbolism of McDonald’s golden arches. The campaign culminated with the first-ever music video premiere inside a QSR app, debuting the video exclusively through the McDonald’s app before it spread across social media and fan communities. By blending music, culture, and fandom, the campaign turned a product collaboration into a cultural moment.