McDonald’s Brazil brings back McFish with an Atlantis-themed campaign by GALERIA.ag

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MB Newsdesk
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McDonald's Brazil relaunches McFish with Atlantis campaign

McDonald’s Brazil has brought McFish (Filet-o-Fish) back to its menu nationwide, this time built around a campaign that takes the sandwich’s return on a deep-sea expedition to the mythical city of Atlantis. Created by GALERIA.ag, “McFish and the Lost Recipe of Atlantis” builds on previous seasons’ storytelling — which once traced the pollock fillet’s origins to Alaska — with a new narrative arc and the launch of McFish Deluxe, made with lettuce and tomato.

Ahead of the campaign’s launch, Méqui engaged fans through a narrative-driven content series on social media, designed to build anticipation and nostalgia around McFish’s return. The film follows a group of “Fish Lovers” on an archaeological expedition beneath the sea, leading them to Atlantis and its lost recipe, along with an ancient version of “Méqui 1000,” the brand’s iconic restaurant on Avenida Paulista, and traces of Atlantean civilization.

Ilca Sierra – McDonald’s Brazil Marketing Director, said, “We hear our fans and recognize how passionate they are. So, after receiving thousands of requests, we brought Brazil’s favorite fish sandwich back in an epic journey to Atlantis—an adventure worthy of all that love. Beyond celebrating the return of this icon, the campaign invites Fish Lovers to join us on the journey, relive the classic they’ve been longing for, and discover the season’s major new addition: McFish Deluxe.” 
 
Rodrigo Marangoni – Executive Creative Director at GALERIA.ag, said, “McFish is a cultural moment for the brand. Unlike other menu items, it has a devoted community of sandwich enthusiasts behind it. That’s why we’re always looking to break from convention and build an engaging narrative arc that gives McFish the spotlight it deserves, and that fans love to follow. This time, we went further than ever; I mean, we went deep, all the way to Atlantis.”
 

In “McFish and the Lost Recipe of Atlantis,” audiences finally see the journey that brought the sandwich back. With McFish off the menu, the Fish Lovers journeyed deep beneath the sea on an archaeological expedition that led them to Atlantis and its lost recipe. Along the way, they uncovered an ancient version of “Méqui 1000,” the iconic McDonald’s restaurant on Avenida Paulista, along with mysterious murals and traces of Atlantean civilization. The brand has now brought its greatest discovery to the menu: McFish Deluxe, made with lettuce and tomato.

The film was inspired by the visual language of director Wes Anderson, with a scale model of Atlantis built to give the concept a tangible form.

Gabriel Felde – Creative Director at GALERIA, said, “Today, Artificial Intelligence can make any production possible, but it has also led to a certain homogenization and a loss of originality. That’s why this project was conceived and planned down to the smallest detail around one clear decision: to build this universe physically.
 
“We created a wide range of models, buildings, ruins, and miniatures, all handmade. Our goal was not only to create a fantastical world, but also to spark the audience’s curiosity about how it was made. In a way, that makes the campaign more compelling and encourages greater interaction with our brand,” Felde added. 
 
 

The expedition theme also reaches Avenida Paulista, where Méqui 1000 will unveil a new façade and interior inspired by Atlantis starting this week. Created by GALERIA, the campaign includes a TV commercial, digital strategy, out-of-home media, content and influencer activations, an exclusive launch event, and a series of brand experiences.

The sandwiches will be available for a limited time or while supplies last at McDonald’s restaurants across Brazil. Follow Méqui’s latest updates on its site or official social media accounts.

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