McDONALD'S - SELECTS

McDONALD'S BREAKFAST

Project: McDonald's enlisted my agency to add a sales boost via McDonald's breakfast. Although it was originally conceived as a promotional window, the agencies took it upon themselves to make it a branding campaign with an emphasis on emotional storytelling.

Strategy: Everyone has their own morning routine and McDonald's can make it a little better with breakfast.

Insight + Story: Family is a core value for our market. So we told a story of a son whose morning routine is to always take care of his mother. And of course, it's made a little better with McDonald's breakfast.

Value Component: The campaign also had a promotional component focused on increasing guest count and incremental sales by offering customers a mix and match 2 for $4 breakfast sandwich deal. We cut a simple, upbeat food focused :15s spot that conveys our deal.

NEW BIG MAC LAUNCH
McDonald's shook up an icon and made changes to their Big Mac by offering two new sizes: Mac Jr and Grand Mac. So now, if there's a moment to celebrate, "There's a Big Mac for That".

PROBLEM: The Big Mac image has become stale with Asian American millennials. In fact, many have never had one.

SOLUTION: First, we created a Lunar New Year specific campaign to authentically connect McDonald's and Asian Americans. Second, we recruited the Kinjaz, a popular Asian-American dance crew, to add energy, life, and swagger to the Big Mac.  Third, we created a modern remix to centuries-old LNY traditions. We collaborated with the Kinjaz and traditional lion dancers to choreograph a hip hop/ lion dance mash up. We also brought the Kinjaz to the SF Chinese New Year Parade, the biggest LNY parade outside of Asia. Check it out.

RUN RIVER NORTH + McCAFÉ

RRN + McCAFÉ POP-UP CONCERT

FIRST McDONALD'S ASIAN INDIAN FOCUSED BRANDING

MMMM BREAKFAST