Pink Goop

Branded Content - Single

2014

Tribal Worldwide, a division of DDB
t: 416-921-4500
w: tribaltoronto.com

Company: Tribal Worldwide, a division of DDB Creative Direction: Ian MacKenzie Senior Copywriter: Sanya Grujicic Art Direction: Andrew Bernardi Senior Producer: Stef Fabich Business Unit Director: Miles Savage Account Supervisor: Vanessa Chibba Account Executive: Melanie Chiriboga-Gomez Director of Strategy: Dino Demopoulos Global Program Lead: Parker Mason Managing Director: Andrew McCartney Social Media Strategy: Laura Muirhead Community Cultivator: Sherylin Johnson, James Ly Producer: Melanie Lambertsen, Liz Dussault Director: Jon Weiman, Torey Kohara Director of Photography: Todd M. Duym Editor: Chris Van Dyke, Kyle A. McNair

In this online video single, McDonald’s comes face to face with the infamous "pink goop" image that has been widely and inaccurately associated with Chicken McNuggets. The goal: To demystify chicken processing. To let the air out of a myth that has been destructive to the brand and to perceptions of its food quality. And to re-assert McDonald’s as a global leader in corporate transparency.

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