McDonalds| come clean

Integrated Campaign

Problem: People feel guilty about eating McDonald’s food because of negative publicity around its nutritional value. Local governments have even banned McDonalds advertising targeted at children.

Insight: Healthy eaters spring for McDonalds as a guilty pleasure but are ashamed of their secret McDonalds habit. The majority of McDonalds related tweets deal with people rewarding themselves with McDonalds or feeling guilty about eating there.

Solution: Let closeted McDonalds fanatics know that they’re not alone. Have people come clean about their McDonalds habit by publicly confessing.

Print

Digital

We created the twitter account: @McDsConfession and the hash tag #McDsConfessionFeeds for both of these handles display all the McDonalds Confessions worldwide in realtime on the website McDonaldsConfessions.com

Packaging:

Outdoor:

MY ROLE: Concept development, copywriting and twitter creation/updating.

AD: Warner Whatley
CW: Adam Aceino
CD: Mark Fenske