Keeping Up With The Times

Client: McDonald's

For 20 years McDonald’s have been rebuilding Trust. Our food has changed a lot since the 90’s but our audience’s opinion of McDonald’s had endured. They hadn’t kept up with the times. So, we would make any negativity about us feel comically out of date.

And with a rapidly changing media landscape over the last 20 years, media gave us the perfect opportunity to bring the comedy to life and emphasise how much time has passed. By placing throwback creative in corresponding, outdated media contexts, we designed the media strategy to highlight how silly it was that opinions hadn’t kept pace with change, whilst McDonald’s food quality has. From bringing back teletext, to reviving The Times’ broadsheet format for a special edition, we sent trust soaring!