On McDonald’s, we had two distinct client audiences with very different missions. The First – Corporate McDonald’s. They wanted work to drive brand love. The Second – Franchisees who wanted to drive sales, promotions, and local passion.

The biggest focus for us? Adding deeper connection to the brand. Why? Because when we thought of the category - we thought of it as a family - Wendy’s is the older sister who feels superior and wants to tell you what to do. Burger King is the older brother who does stuff that you don’t want younger kids to emulate. And Carl’s Junior is the crazy uncle you don’t want the kids to hang out with at all. That leaves McDonald’s. We saw them as the mom - they’re there to give comfort and a smile. Hope the work does that for you…

*Awarded: Clouds - Silver National Addy