BIG MAC BACON, McDONALD'S CANADA
Integrated / TV / Social / Digital / Print
Leading the McDonald's account in Canada was a fantastic experience. It was a truly integrated account. We produced a campaign that lived in TV, print, social and digital every 6 weeks. This campaign was a highlight. After it rain in Canada McDonald's Global ran the campaign in multiple other territories including UK.
You know all those campaigns that claim to have created debate. Well ...
You know all those campaigns that claim to have created debate. Well ...
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The banner above broke a Google record for number of clicks: 32 million.
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The campaign got 700 million impressions. Click the posts above to see how both sides of the debate unfolded on X.
McDonald's 40th Anniversary
McDonald's 40th birthday was the brand's biggest event since The Olympics. The idea was to capture those iconic life moments in which McDonald's played a role. Rather than just writing ads we sourced inspiration from people's real experiences. A forum was created where 5,000 people shared their McDonald's memories.
TV Campaign
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OOH
Digital & Social
McDonald's app and website gave people the opportunity to create 'memory posters'. 300,000 posters were Tweeted and Facebooked. They were then showcased on digital poster sites around Britain.
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McDONALD'S, FOLLOW THE ARCHES
OOH
When I became the CD for McDonald’s Canada I presented a bunch of side hustle ideas to the CMO. They weren't bought because they didn't benefit the business. I then thought of those crappy directional posters that the franchisees make telling you their restaurant is 200m up the road on the left. Months later the Montreal team produced this campaign. My role was very much as CD. I spotted an opportunity and inspired a thought. The results were iconic and won a Cannes Grand Prix.
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