SUCCESS HAS MANY FATHERS (AND MOTHERS)
Here’s my involvement with the Cannes Grand Prix campaign: When I started on McDonald’s Canada I presented a bunch of side hustle ideas to my client. None of them were bought because there was no business reason for them. Following this I spoke to my colleagues about those crappy directional posters the franchisees make. Months later the Montreal team produced the idea below. My role was very much as CD. I spotted an opportunity and inspired a thought. The results were iconic.
EAT WITH YOUR PHONE
In a cluttered landscape of app launches we leveraged McDonald’s iconography for Mobile Ordering.
I love using digital OOH to enable people to interact and post it on their channels. We used the world's most famous poster, Piccadilly Circus, for the world's most famous wedding, Prince Will & Kate.