MCDONALD'S
Culture Lab & McDonnell's
Agency: Golin
I've included my two favorite projects:
Culture Lab, where we captured trends and ongoing cultural conversations and brainstormed ways to join on social.
McDonnell's: a dupe restaurant to launch the Chicken Big Mac and decide once and for all if a Chicken Big Mac is a Big Mac.
CULTURE LAB:
HONEY MUSTAAAAAAAAAAARRRRRRDDDDDDDD
We flagged Kendrick Lamar's surprise album drops minutes after it was released. As fans, we gave it a listen and our ears perked up when we heard MUSTAAAAAAAAAAARRRRRRDDDDDDDD. Our ideas were sent to the client within an hour of the release, allowing McDonald's social team to post within hours. DJ mustard replied and fans everywhere picked up McDonald's for dinner.
OTHER CULTURE LAB WINS
Major trends we flagged early and McDonald's social agency brought to life.
MCDONNELL'S
CHICKEN BIG MAC LAUNCH
Is the chicken big mac a big mac? We decided to put it to the test by creating a dupe restaurant "McDonnell's:" so fans could get an early taste test.
My partner and I created a treatment deck and brainstormed easter eggs to include before we handed the project off to our production partners at Chain. Somehow one of the hundreds of names I wrote was approved by legal and we dubbed the project "McDonnell's."
TEAM
ECD: Tony O'Neill
CD: Tajj Badil-Abish
CD: Chris Powell
CW: Bryn Jorgensen (me)
AD: Charlotte Shea
Digital Team: Mo Hernandez & Angeline Fierro
& Golin McDonald's Team