We wanted to resuscitate McDonald’s Eurosaver’s youthful spirit and talk to our target on their terms. Life for these guys is all about big deals and being a big deal. They make big deals out of everything. Making small matters into big ones. There’s no moderation. There’s no in-between. It’s a complete WIN or FAIL. And it’s all about the drama. The Over-Drama. The over drama about the little things. But you know what? At McDonald’s we’ve been making big deals over little things for years with the eurosaver menu.