Our Food. Your Questions.

Viral

2013

Tribal DDB Toronto
e: jessica.beaque@ddbcanada.com

Ad Agency: Tribal DDB Toronto Creative Direction: Louis-Philippe Tremblay Strategy: Jason Chaney Technical Director: Joe Dee Senior Copywriter: Ian Mackenzie Senior Art Director: Derek Blais Lead designer: Peter Borell Copywriting: Sanya Grujicic, Tiffany Chung, Ryan Lawrence Art Direction: Amy French, Kara Wark, Benson Ngo Executive Producer: Neem Ba Ha Agency Producer: Andrew Schulze, Stefan Fabich, Melanie Lambertsen Managing director: Andrew McCartney Group Account Director: Kevin Jones Account Director: Miles Savage Account Coordinator: Melanie Chiribogo-Gomez Design: Jean-Lou Renoux Director of Social Media: Ed Lee Community Manager: Laura Muirhead Response Team Lead: Parker Mason Analyst: Kevin McHugh Development: Paul Jara, Paul Sham, Igniter Production Company: OPC Family Style Director: Jon + Torey Executive Producer: Harland Weiss, Donovan Boden Line Producer: Liz Dussault Post production/Editing: School – various Audio house: RMW Music

Winning Website: yourquestions.mcdonalds.ca

For years, McDonald’s has struggled with negative consumer perceptions about their food. To address the food myths and mis-information out there, we’re engaging Canadians in a fully transparent and open conversation with answers to all their McDonald’s food questions – even the tough ones.By harnessing an existing behaviour – vocal skepticism about McDonald’s food – and engaging one on one with consumers, we helped change the conversation about the food, and the brand.