Arcos Dorados Comércio de Alimentos Ltda.

João Branco, CMO
Lariane Duarte, Marketing Manager
Bruna Rocha, Marketing Manager
Ligia Rissato, Marketing Manager
Letícia Ono, Marketing Manager
Silvia Abe, Consumer and Marketing Insights

DPZ&T *Lead Agency

Eduardo Simon, CEO
Rafael Urenha, CCO
Fernando Diniz, CSO
Jade Romano, Planning Director
Carlos Schleder, ECD
Raphael Quatrocci, Creative Director
Kaline Léssio, Executive Media Director
Mariana Magalhães, Executive Director
Paulo Ilha, Media Vice President

The turning point in the relationship of McDonald’s with Brazilians. Through experience, content and innovation, we exceeded all expectations and targets. We boosted the brand, business, and the earned media surpassed the paid media by 10x. We changed “McDonald’s” at the store fronts for the nickname Méqui. The thousandth store became a touristic spot and, unlike other concept stores, it led the branch’s sales in the country. We even invited the crowd to sleep over at Méqui1000. A project that materialized consumers’ urges and truths. Something only McDonald’s could do.