McDonalds Australia. Macca's Moments.
This is a wonderful story of how we unlocked an overlooked truth in our consumer's relationship with the McDonalds brand. This campaign got under the radar of rejection of the brand. It dramatised the disarming nature of the brand experience, which proved impossible to argue with, reminding consumers of what they loved about Macca's. This resulted in not only loved advertising and increased sales, but provided a powerful platform for the brand, that has shifted long-term brand perceptions.