Our Food. Your Questions.

Viral

2013

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

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.

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