Agency: DDB Sydney
Helping people fall in love with the McDonald's brand again: don't charm, disarm
This is the story of how Planning unlocked an overlooked truth in our consumers' relationship with the McDonald's brand. This led to a campaign which
Avoided advertising gimmickry
Dramatised small & personal moments
Got under the radar of rejection of the McDonald's brand
This strategy dramatised the disarming nature of the brand experience, which proved impossible to argue with; reminding consumers of what they loved about Macca's. This yielded not only sales and loved advertising, but provided a powerful...