McDonald's

DDB Chicago *Lead Agency

Jack Perone, Chief Strategy Officer
John Manley, Group Strategy Director
Erin Wong, Senior Strategist
John Maxham, Chief Creative Officer
Jamie Tuttle, Art Director
Kevin Drew Davis, Executive Creative Director
Paul Dain, Group Account Director
Marc Singer, Account Director
Zach Bonnan, Copywriter
Justin Hood, Digital Platform Director

OMD

The Marketing Store

Changing negative sentiment in social media is no easy feat. And when youre McDonalds, its even more challenging. Beyond stating McDonalds new brand campaign that a little lovin can change a lot, we needed to do morewe needed to act. So we decided to add more positivity to the world and shift brand sentiment as a result. On Super Bowl day, with rivalry is at its peak, we leveraged it to prove how a little lovin could change a lot. We tackled the negativity and increased positive sentiment for McDonalds to nearly 100%.