McDonald's
*Worked on during Wieden + Kennedy fellowship
IN BRIEF
Background
Instead of trying to outdo Rihanna and other commercials during the Super Bowl, the team decided to utilize a moment that transcended the Super Bowl: Valentines Day. The team pivoted from finding starts to rival Rihanna to finding stars that are BIG McDonald's fans and who've had a date at McDonald's before. With this in mind, we found that Cardi B + Offset were both big McDonald's fans and often eat there together. We also discovered that their first date was at the Super Bowl.
Challenge:
How do we rival the star power of Rihanna
Solution:
Create a spot and meal tray that relates back to the biggest holiday in February: Valentines Day.
The Ask:
Create a spot that would stand out during the Super Bowl.
Insight
Everyone has had a date at McDonald's.
The Goal
Share the love: extend an invitation to consumers everywhere to share this famous order with someone special.
The Idea
Create a Super Bowl spot that talks to the fan truth that everyone's had a date at McDonald's and that its a sign of love to know your partner's/friend's order. In addition to the Super Bowl, we create a famous couple's meal for people to get on Valentine's Day.
What I Contributed
I helped research and compile a list of potential stars to work with. I first began to brainstorm famous names and artists. Then went deep diving to see if they met the requirements of being a true Mcdonald's fan. If they passed those criteria, I then saw if they'd had any bad press recently. If so, what was it, and what did they do? If it weren't of concern, I would add them to our list of potential names.
Once we settled on Cardi B + Offset, I researched to see how I could help strengthen our argument to use them. During my research, I found that they are not only big Mcdonald's fans but also had their first date at the SB. That info helped tie them to the SB even more, which helped strengthen our argument to use them.
In addition to that, I was also responsible for making sure to get our ideas & activations approved by legal. I would submit our concepts and create a numbered submission within our filing system. Once legal approved, they'd give feedback, and I'd file that in the same numbered submission folder with the matching idea/activation. I also helped create and keep track of the activations for the famous order. Everything from social content to amazon fire, I would help manage and ensure things were made and delivered on time.
Creative
Unfortunately, I can't place the creative here due to proprietary issues, but I've attached their links. Feel free to go and check them out.