Sample: McDonald’s pitch 2008
Brand: McDonald’s
Media: Website
Agency: Tribal DDB
Launch: New business pitch
the project
McDonald’s invited a number of agencies to pitch for their site redesign and tactical work. TribalDDB’s strategy was to refocus McDonald’s as a hub of ‘socialability’, in line with their store refresh. One of their core markets is also ‘reluctant’ Mums, who often spend more eating with their children at McDonald’s than they do at home.
the work
To give the site a new look and feel, we ‘humanised’ the art direction and gave it a fresh, contemporary feel with a friendly (not corporate) tone of voice. TO make Mums look forward to their time at McDonald’s, we originated ‘Happy Times’, a series of tactical campaigns and online tools to reward Mums for spending time in the restaurant.
