McDonald's Philippines

1. Oliver Rabatan - Marketing Director 2. Fidel Balbieran - Local Store Marketing Senior Manager 3. Margot Torres - Managing Director

Leo Burnett Manila *Lead Agency

1. Raoul Panes - Chief Creative Officer 2. Judy Medina - Account Management Director 3. Kat Limchoc - Executive Creative Director 4. Rica Medina - Account Director 5. Ricky Santiago - Account Manager 6. Roz Patino - Creative Director 7. Justine Racho - Creative Team Head

The McDonald’s experience was never just about the food. The sounds and smells that surround you, the crew’s smiles that welcome you, the table you claim with every visit. They all form part of the McDonald’s experience. This experience was shattered by covid-19. Almost overnight, McDonald’s was relegated to a brown bag delivered by a masked rider. Contactless service made people feel safe, but in return, there were zero smiles, little warmth. McDonald’s needed to redefine its brand experience , in a way that was relevant in the new normal.