McDonald's

Elizabeth Campbell, Sr. Director of Marketing, Cultural Engagement
Morgan Flatley, Chief Marketing Officer
Melissa Lopez, Cultural Engagement / Hispanic Lead
Nathaly Renderos, Communications Supervisor
Kaitlin LaBruzzo, Social Engagement / Customer Experience Supervisor

Alma DDB *Lead Agency

Luis Miguel Messianu, Creative Chairman & CEO
Jorge Murillo, VP, Executive Creative Director
Karen Udler, Senior Business Director
Jennifer Pollack, Group Strategy Director
Jackie Bofill, Senior Account Executive
Ryan Morejon, Digital Content Creator
Maria Hodgson, Account Supervisor
Mimi Cossio, Senior Producer
Eddie Seiglie, Associate Creative Director
Alvar Sunol, Co-President, CCO
Isaac Mizrahi, Co-President, COO
Angela Battistini, EVP, Account Services
Angela Rodriguez, SVP, Head of Strategy
Michelle Headley, EVP, Head of Production
Beatriz Del Amo, VP, Group Business Director
Michael Sotelo, VP, Digital Content & Experience Strategy
Yeyo Marquez, VP, Director of Production
Nour Da Silva, Creative Director

Boden PR

Loud & Live

Cristina Galligaris, VP, Client Services
Cristina Gaston Leschhorn, Senior Director, Client Services
Kemelly Figeroua, Director, Client Services

OMD

Josie Stadler, Associate Media Director
Maria Ramirez, Associate Media Director, Integrated Video Investment

By the end of 2019, McDonald’s was no longer capturing their fair share of the Hispanic market, with the biggest losses among those under 24. The brand was becoming irrelevant. McDonald’s enlisted global sensation J Balvin to create a music video experience that celebrated the optimism and culture Latinos have brought to the restaurant for generations. During launch, 70% of those who engaged with Dorado content on the McDonald’s app placed an order. The video earned 35x more views, 137x more engagements than average on McDonald’s YouTube channel in 2020.