McDonald's Quarter Pounder - "Speechless"

Diagnosis: 

McDonald’s was built on great tasting burgers. But over time, people stopped believing in them due to a lack of quality. In fact, when it came to taste, our burgers were ranked dead last. So how do you reclaim your rightful place as the burger leader?

Prescription:  

We took the words right out of naysayers’ mouths with a 100% fresh beef, cooked right when you order burger that’s hotter and juicier than ever before. A burger so good, it leaves everyone speechless.  

Results:

  • > 440 million YouTube masthead impressions from "Speechless Thoughts" masthead takeover

  • Twitter engagement rate of 63% for unboxing video with Charles Barkley (27% higher than overall avg.)

  • SIXTY SECOND ASMR(ish) video on Snapchat outperformed Snapchat benchmark by 29%

  • Search demand for "McDonald's Quarter Pounder" increased by 300%

  • Searching for "McDonald's new burger" increased by 400%

  • > 100,000,000 Quarter Pounders sold in the first 8 weeks (most successful launch of the year)

Press:

Fast Company

Little Black Book

AgencySpy

Awards:

#TheYouTubeAd of the Year

Twitter/Snapchat

We let John Goodman play with his food and fans ate it up. See what I did there?

TV

"Erica"

"Jimmy"

"Nathan"

YouTube

We even “hacked” YouTube, giving fans a peek inside the minds of their favorite celebs and social influencers with a first-of-its-kind twist on closed captioning.

Creds:

CCO - Toygar Bazarkaya

Max Geraldo - ECD

Josh Mizrahi / Matt Dalin / Jimmy Dietzen - CDs

Jeff Barry - ACD Copywriter

Jonathan Pliego / Philipe Diao - ACD Art Director

Brandon Zach - Copywriter