McDonald's.
Lovin’ the Super Bowl

The backstory

“F*cking brilliant” was the feedback from our McDonald’s client when we presented this idea. He then brought his boss into our meeting unexpectedly to pitch, who in turn pulled the president of McDonald’s out of a meeting for us to re-pitch the idea for a third time in an hour-long meeting. The idea was sold in the room. Best client meeting ever.

The idea

What if McDonald’s leaned into lovin’ it in a first-ever, undeniably positive way during the Super Bowl? The gist of the brief was to engage people second-screening during the big game: the more love they give, the more love they get from the brand. That led to the award-winning idea of McDonald’s sharing lovin’ when they gave away everything advertised during the Super Bowl to people who shared that lovin’ back.

The result

We won lots of hardware including a couple of Lions, an Effie, a Chiat, a Clio, and others, but what was more important for the brand was elevating positive sentiment and, in turn, positivity for our team among important clients. This success led to McDonald’s consolidating their account with our agency.

CREATIVE CREDIT: Kevin Davis, Jamie Tuttle, Zach Bonnan