SUCCESS HAS MANY FATHERS (AND MOTHERS)
When I became the CD for McDonald’s Canada I presented a bunch of side hustle ideas to the CMO. None of them were bought because there was no business reason for them. Following this I had the idea of working on those crappy directional posters you see round the corner from McDonald's restaurants. The ones that the franchisees make. Months later the Montreal team produced this campaign. My role was very much as CD. I spotted an opportunity and inspired a thought. The results were iconic and won a Cannes Grand Prix.
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.