McDonald's Corporation

Marlena Peleo-Lazar, VP, Chief Creative Officer
Neil Golden, SVP, Chief Marketing Officer - U.S.
Lance Richards, Sr. Director, Beverages/Desserts
Sofia Therios, Director, Beverages/Desserts
Priscila Jamison, Sr. Director, Creative

DDB *Lead Agency

Bill Cimino, SVP, Group Creative Director
Todd Nonken, SVP, Group Business Director
Pat Swindle, SVP, Group Strategy Director
Nancy Jordan, VP, Creative Director
Peter Barber, VP, Account Director

Tribal DDB *Lead Agency

OMD

Real. Fruit. Smoothie. These aren't the first words that come to mind when one thinks about McDonald's. This made it especially challenging for the traditional burger and fry joint to launch Real Fruit Smoothies. With consumer skepticism and formidable competition in tow, McDonald's needed to turn doubt and distrust into joyful disbelief. By bringing the concept of real to life in a way that was unique, unexpected, and un-McDonald's-like, the burger and fry joint captured more than their fair share of the smoothie marketplace and left the competition spinning.