CLIENT
McDonald's Corporation
Jason Walden, Designer
Seamus Dolan, Electronic Production Artist
AGENCY
John Livengood, EVP/Executive Creative Dir.
Scott Manning, SVP - Account Group Dir.
Shaun Stripling, Associate Strategy Dir.
Eric Gutierrez, Creative Dir.
Brett Siemen, Sr. Art Dir.
Matt Gilmore, Copywriter
Matt Griffin, Account Supervisor
Kelly Showalter, Senior Production Mgr.
Lindsey Lower, Project Mgr.
Craig Potter, Dir. of Broadcast Production
Josh Naugher, Associate Producer
Melissa Cole, Account Executive
Derek Sparks, Designer
OMD Seattle
Katie Bergerud, Associate Dir. of Strategy
Teri Bauer, General Mgr.
SUMMARY
The unusual affinity between an open 24 hours promotion and don't drink and drive messaging afforded an opportunity for McDonald's to demonstrate community commitment, while increasing late night store traffic. Bar coasters, free rides home in a pimped-out cab, even Ronald's wallet as collateral provided multiple campaign touches in and around late night hot spots in order to reach young adults in their i'm lovin' itmoment. These ideas and environments were chosen because, let's face it, who needs McDonald's more at 2 a.m. than people in need of sobering up?
