Our Food. Your Questions.

McDonald’s was struggling with food quality perceptions. Our solution: go all-in on transparency.

At the heart of the program is the McDonalds.ca/yourquestions website. That’s where people could ask us any questions  about the food. And we’d answer: openly, honestly, publicly and in near-real time – in the form of text, images, and videos.

We answered thousands of questions. Some with video. Among them, our “Behind the scenes at a McDonald’s photo shoot” video answer.

To date, it’s earned more than 10 million views on YouTube, headlined countless national and international news stories, appeared on many of the advertising industry’s “best of 2012” lists, and birthed an iconic new image of transparency:

A two-minute feature on ABC’s Evening News:

A sampling of the coverage the video received:

behindthescenes_press

And instead of hiding from the toughest questions, we used their stopping power to amplify our message of transparency:

OOH_01

Our 60-second TV:

Honours (full campaign):
Gold Cannes Lion – Cyber – Websites & Microsites
Silver Cannes Lion – Promo and activation – Best use of Social Media Marketing
Bronze Cannes Lion – Cyber – Digitally led integrated campaign
One Show Interactive – Silver Pencil – Integrated Branding / Integrated Branding Campaign
One Show Interactive – Merit – Social Media / Best Use of Social Media/Facebook
Communication Arts Advertising Annual – Integrated Campaign
CLIO Award – Mixed Campaign – Bronze
Webby Award – Best Food & Beverage Interactive Advertising & Media
Webby Award – Best Integrated Campaigns Interactive Advertising & Media
Webby Award – Best Customer Service.
People’s Voice Webby Award – Best Customer Service
Cassies – Gold – Off to a good start
Cassies – Gold – Best Integrated Program
Cassies – Globe and Mail effectiveness prize
Food and Beverage (FAB) Awards – Integrated
Food and Beverage (FAB) Awards – Social
Food and Beverage (FAB) Awards – Viral
Food and Beverage (FAB) Awards – Brand of the year (McDonald’s)
London International Awards – Social Media – Finalist
CMA – Best of the best
CMA – Advertising – Consumer Products, Food & Beverage – Gold
CMA – Advertising – Retail – Gold
CMA – Community Engagement – Consumer Products, Food & Beverage – Gold
CMA – Community Engagement –Retail – Gold
CMA – Digital – Consumer Products, Food & Beverage – Gold
CMA – Digital – Retail – Gold
CMA – Integrated – Consumer Products, Food & Beverage – Gold
CMA – Integrated – Retail – Silver
Marketing Awards – Integrated – Gold
Marketing Awards – Digital websites / microsite – Gold
Marketing Awards – Corporate website – Gold
Marketing Awards – Pushing the boundaries – Gold
Marketing Awards – Digital: Best use of social media – Silver
Marketing Awards – Film: Online campaign – Bronze
Marketing Awards – Best in show
ADCC – Digital Integrated Campaign – Gold
ADCC – Best use of existing social platform – Gold
ADCC – Promo, single – Gold
ADCC – Display Advertising Single – Silver
ADCC – Online film / video series – Silver
ADCC – Business to consumer – Silver
Applied Arts Interactive – Education/Reference
Applied Arts Interactive – Consumer Packaged Goods
Applied Arts Interactive – Integrated Campaign
Applied Arts Interactive – Viral
Strategy AToMiC Awards – Atomic Idea – Gold
Strategy AToMiC Awards – Digital Engagement – Gold
Strategy AToMiC Awards – Best in Show – Grand Prix
Shopper Innovation Awards: Original Idea – Gold
Shopper Innovation Awards: Targeting – Gold
Shopper Innovation Awards: Tech breakthrough – Gold
Bill Bernbach Award – Non-traditional
Strategy – Digital AOTY 2012 – Gold: Tribal DDB: Our Food. Your Questions.
Communication Arts Web Pick of the Day.
Fast Company – 15 best ads of 2012 – #10
Globe & Mail – Best ads of 2012 – #1
National Post – Best ads of 2012 – #1

Honours (“Behind the scenes at a McDonald’s photo shoot” single):
Cannes Lion – Cyber – Online video – Bronze
ADCC – Interactive – Online video single  – Gold
Marketing Award – Film: Online Single – Gold
Applied Arts Interactive – Branded Content
Webby Nominee – Branded Entertainment Unscripted
Ad Age Viral Video Awards: Best Brand Transparency
Ad Age – The top 10 ads we loved in 2012
Creativity – Best of 2012 – Film
Huffington Post – Best Canadian commercials of 2012

Credits (core team):
Creative Director: LP Tremblay
Senior Art Director: Derek Blais
Senior Writer: Ian Mackenzie
Designer: Peter Borell
Strategy: Jay Cheney
Technology Director: Joe Dee
Senior Account Director: Miles Savage
Developer: Paul Sham
Producer: Neem Ba Ha
Managing Director: Andrew McCartney

  • Client: McDonald's Canada
  • Date: June, 2013
  • Role: Senior copywriter