AGENCY
Karl Lieberman, Chief Creative Officer
Brandon Henderson, Group Creative Director
JohnPetty III, Social Media Director
Sean Johnson, Copywriter
Lauren Acampora, Art Director
Tass Tsitsopoulos, Group Strategy Director
Alex Scaros, Account Director
Andrew Raine, Senior Strategist
Temma Shoaf, Executive ProducerElizabeth Stefan, Senior Social Strategist
Elaina Powless, Strategist
Claire DePalma, Account Supervisor
Justine Lowe, Business Affairs Director
Caleb Smith, Comms Director
Greg Hascoe, Account Supervisor
Nu'uve'ea Eshelman, Senior Project Manager
Lizzie Manning, Comms Strategist
Marlee Caine, Management Supervisor
NickSetounski, Head of Integrated Production
CraigKeppler,Exec Producer
ZaynahAhmed, Associate Producer
YinkaFasehun, Producer
Patrick O’Donoghue, Director of Business Affairs
MichaelMoronez, BA
SoniaBisono, Broadcast Traffic Director
TinaWyatt, Traffic Manager
GrantSchuster, Talent Payment Manager
SharonWhiteside, Traffic Manager
The Narrative Group
OMD
Burrell
Michael Royston, Account Director
Rebecca Williams, Creative Director
The Marketing Store
SUMMARY
McDonald’s had lost touch with youth and needed a way back in. This is how an aging brand found lightning in a bottle with the world at a standstill and youth yearning for release. Based on the insight: “Everyone has a McDonald’s order”, “The Travis Scott Meal'' turned McDonald’s into a cultural event. Youth drove-thru in droves, creating (safe) mass participation during a pandemic, and breaking McDonald’s supply chain. Quarter Pounder sales doubled, $50m incremental sales, and ROI of $3.22 (estimated $88m and $5.60 if supply hadn’t broken).
