In the summer of 2008, we took this cultural icon of an older generation and let the younger audience make it their own. Introducing the Big Mac Chant-Off.

Here’s how it worked: With support in broadcast, PR and digital media, consumers were invited to create their own version of the classic Big Mac Chant. The only rule was, you had to use the original lyrics. The winning track would be edited into a national TV commercial.

In order to connect with aspiring musicians, we met them in their home – on MySpace. And it worked. Over the 7-week flight more than 1.5 million visitors checked out the competition and 1,300 of them submitted tracks. Best of all, McDonald’s enjoyed an unprecedented 22% increase in Big Mac sales over the entire flight, with periods spiking much higher.

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Before breaking out onto London’s hip-hop scene, the rapper, now known as Big Pak, had the dirtiest mouth around. In fact, it was so flippin’ dirty that it took the extreme cleansing power of the new 35-piece Orbit Big Pak to get it clean.

Accrediting his newfound success to the larger pack, Big Pak devotes his time to evangelizing the notion that if the good clean feeling for Orbit gum is enough to clean him up, it can clean up your sassafras, too.

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Dirty Words Banner
Funky Fresh Vocabulary Banner
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MySpace Page

McDonald’s Dollar Menu lets you eat like a hero for not a lot of money. But getting a good deal isn’t just about saving money once in a while, it’s about a lifestyle. The Dollar Menunaire lifestyle.

This advertising works to further the Dollar Menunaire campaign by not only defining this interesting creature, but by offering a wealth of savvy money-saving tips and tricks that position McDonald’s as the enabler for living the Dollar Menunaire lifestyle.

The banner ads and pre-roll videos direct the audience to a website where they can engage with a quintessential Dollar Menunaire who’s dropping non-stop knowledge and advice for smarter frugal living.

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IGN Roadblock XBOX Live In-Game Ads

Orbit Mist promises to be the Wettest Gum in the World. Hundreds of tiny micro-burst cells stimulate the salivary gla- umm…you're better off not knowing how sausage is made.

For the Mist product launch, we flooded Al Gore’s internet in any place we could. Banners, sites, instant messages chats- our deluge hit them all. You can also flood a buddy’s desktop with our AIM expression. It’s really the only wet fun you can have on the internet that’s PG rated.

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Flood Takeover
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Every year in October two things happen: Bret Michaels embarks on a Shakespearian quest to find true love, and the Monopoly game comes back to McDonald’s. Like Bret Michaels’ show, the Monopoly game doesn’t have any real prizes. Or does it?

It does! And it doesn’t take much to win. In fact, far less worthy human beings than you will probably win. But it doesn’t have to be so. All you really have to do to win…is play. Now, winning Monopoly is as easy as winning these slightly-altered classic games…

View the work Karate Banner Maze Banner Puzzle Banner

Photo Hunt Banner Pong Banner

Two all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun.”

The Big Mac is a simple classic that’s just as good now as it was 30 years ago. However, The last 3 decades had not been as kind to the Big Mac chant. Our parent’s favorite jingle was prematurely balding, constantly forgot to take his vitamins, and walked with a sizeable limp.

It was our job to makeover the chant in a manner that didn’t feel forced, and re-introduce it to America. Like the Big Mac itself, we kept everything dynamic and simple.

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:30 Broadcast Spot

When someone invites you out for Big Macs and Quarter Pounders with Cheese, they mean business. It’s not just a meal. It’s a convention of beef eating. It’s a challenge. It’s BurgerCon! And it rocks like 1988.

Pre-roll video and banner ads encourage users to throw down the gauntlet and plan their own BurgerCon. The advertising also drives them to a website where they’ll find instructions and an animated, ready-to-use invitation.

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Landing Page Ringtone

In the year of 2007, McDonald’s came out with a revolutionary breakthrough that can best be described as life-altering…

Aught-seven was a simpler time. Polio had been cured, we had traveled to the moon and back, machines called “printers” enabled us to put away pens and pencils forever. There was but one frontier left to conquer…A way to put cream and sugar into our coffee without having to open packets and physically tilt our hands allowing the contents to pour out. Savages, we no longer were.

This concept hinged on McDonald’s ability to poke fun at themselves, and shows that every once-in-a-while, sarcasm has a place in advertising.

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Standard Banner

And on the eighth day, God rested. He was tired from all that creating, and frankly, he really wanted to get caught-up on Lost. As luck would have it, that one day of rest was just the window Al Gore needed to sneak in and create the internet. In a fit of rage caused by Al Gore’s shrewdness, and possibly because his favorite character, Sayid, was being under-utilized, God took his vengeance. He created…internet ads. This one was for McDonald's Dollar Menu. Everything on the Dollar Menu costs a dollar. Get it?

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Standard Banner Landing Page