AGENCY
German Espitia, Associate creative director
Sana Omran, Group Account Director
George Enkiri, Account Manager
Karim Hamze, Account Executive
Federico Fanti, Chief Creative Officer
Aliza Siddiqi, Senior Copywriter
Sabine Haddad, Senior Copywriter
Shaza Yousef, Senior Arabic Copywriter
Rifaat Fakih, Strategy Manager
Jessica Younes, Agency Producer
Mario Morby, Regional Head of Strategy
Hadi Abu Khuzam, Group Account Director
Amber Gan, Senior Account Manager
UM MENA
Craft Dubai
Amin Soltani, Director
Eddy Yazbeck, Director of Photography
Nida Ali, Production Manager
Netizency
Tamara Habib, Chief Operations Officer
Walid Sanjad, Social Media Director
Natacha Karkour, Social Media Manager
Tala Farhat, Social Media Executive
Mher Krikorian, Head of Content
Zina Mufarrij, Senior Graphic Designer
Khaled Beh Ahmed, Creative Content Producer
Buraq Basam, Senior Production Manager
Wassim Makary, Content Creator
Tarek Shami, Multimedia Director
SUMMARY
McSpicy, McDonald’s spiciest spicy burger has been launched twice already. We relaunched it again using the same old recipe at a time when there were tons of new spicy recipes and experiences.
We struck gold by getting inspired by the viral “no spice reaction” challenge: Instead of focusing on the 99% who find McSpicy spicy, we highlighted the 1% who don’t.
This made the McSpicy fresh and new in a sea of lava sameness, Resulting in 40% sales increase, 1M+ organic views, and 120,000 organic CTR in just 1 month.
