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Award: Shortlist
Shortlist / Film / Innovation / 2024
Despite McDonald’s making numerous small changes to the way they source their food, we realised that many people were still stuck in the past when it comes to their perception of it.
So, to help these sceptics reappraise McDonald’s food quality, we used media as old as their outdated views.
To launch our campaign, we hijacked the biggest TV moments of the year with an innovative use of film media: Bringing back Teletext, a much-loved part of British culture that hadn’t been seen on British TV since the '90s.
We supported this with a full 360 integrated campaign that utilised other media.