What’s not to love?
THE CHALLENGE: For years, McDonald’s has been the poster child of what not to eat. So as a business challenge, would it be possible to change the perceptions of health conscious Women/Moms in Southern California?
The following work was designed to be honest, and slightly sophisticated, as my way of letting our target know that the food at McDonald’s is fresh and real, just like you serve your family at home.
THE RESULTS: By highlighting the real ingredients, like fresh cracked eggs, and 100% Arabica coffee beans, we helped McDonald’s grow and retain top sales, specifically in the morning day part. The “Decadence” spot alone, had more than 39 million impressions per Ispot.
DIGITAL
Banner ads that drive to the website.
MOBILE
Mobile "polygraph test" app.
The Debate app reads your voice signature and determines whether the user is being honest.
Ask your friend a question and put them in the hot seat, or use preprogrammed questions.
Visual: As the user talks into the phone’s speaker, the polygraph hands will mimic an actual polygraph machine.
PDX PROJECT
Instead of the usual McDonald’s billboard showcasing food, we took a very different approach for our anti-establishment Portland target audience. Our media buy was one billboard in a prominent local area, so we came up with the idea of the PDX Project. We hired renowned graf artist and Nike designer "Stash" to create an artistic interpretation of the City of Portland that celebrates the diversity of the community: the people, cultures, subcultures and landscapes. The billboard art depicted how people's lives are intrinsically tied together by a series of unique lamp posts and bridges. The project was sponsored by local McDonald’s restaurant owner/operators with local media reporting on the project. And the final art was auctioned off to raise funds for the local Ronald McDonald House Charity in Portland.
