I’ve worked on a lot of McDonald’s assignments over the years. New burgers. Breakfast sandwiches. Cultural partnerships. Product films. Social ideas. The occasional shoot where Charles Barkley ate an alarming number of Quarter Pounders.
Different briefs, but the same challenge: take something millions of people already know and find a fresh way to make them want it again.
HOT & JUICY QUARTER POUNDER
McDonald’s began cooking Quarter Pounders with fresh beef at the moment customers ordered them. The burger tasted so good it left people speechless, so we brought in Charles Barkley, Gabrielle Union and John Goodman to say what they were thinking.
The campaign expanded across television, social, digital, entertainment partnerships and a particularly fun collaboration with Game of Zones.
TV
Digital
My favorite partnership ever because I love game of zones
Wild-N-Out Partnership
SOCIAL
Moments
Everybody has a McDonald’s ritual.
The fries you steal. The sauce combination nobody else understands. The exact order you have repeated since middle school.
We turned those tiny behaviors into a campaign about the strangely universal ways people make McDonald’s their own.
Signature Crafted Recipes
The new Signature Crafted burgers combined unexpected flavors inspired by different places and food cultures.
We built a visual world around the idea that some flavors take you somewhere new, while others take you straight home.
Breakfast of Champions
The Triple Breakfast Stacker was designed for people with very long days and very large appetites.
Naturally, we gave it to professional gamers, a group familiar with staying awake much longer than any doctor would recommend.