For years, McDonald’s has struggled with negative consumer perceptions about their food. To dispel the food myths and change perceptions once and for all, we launched a provocative campaign offering Canadians fully transparent answers to all their McDonald’s food questions – even the tough ones. My art director and I were tasked with creating unique video and image answers to engage Canadians directly one question at a time.
My AD and I created image answers for the website and OOH:
My AD and I concepted unique ways of answering questions via online video:
Award and accolades:
2013 Applied Arts Winner
2013 Cannes Lions Winner
2013 Marketing Awards Winner
2013 The One Show Winner
2013 CLIO Winner
2013 Webby Award Winner