We had the opportunity to create an integrated contemporary campaign to advertise McDonald’s late night Big Mac BOGO offer. Our goal was to increase sales during the late night initiative and

our challenge to create relevant, break-through communication across all media. As a result we developed an integrated campaign in the noir comic book style that included traditional and

non-traditional forms of advertising.

 

After two weeks from launch, unit sales increased over 25%. Rich media units scored over 6.5 million impressions and thanks to the hashtag user generated content popped all over Tweater, Facebook and Instagram.

 

Target Audiences: multicultural millennial adults and/or people with night time jobs. Languages: English, Spanish, Korean and Chinese.

 

Executive Creative Directors: DM and JE

Creative Directors: RC, GK, PA

Copy: GK, DL, PA and MB

Art Direction: AAH, PG, RC and HP

Agency: DavisElen/Castells & Asociados