Every two years McDonald's holds their Worldwide Convention: A weeklong event hosting celebrity speakers, entertainers and over 20,000 franchise owner/operators from around the globe. This film kicked off the organization's 17th biannual initiative and later aired during the 82nd Academy Awards.

Hundreds of New York City kids helped us commemorate the 10th anniversary of 9/11 by paying tribute to NYC firefighters. Overnight, the film became the #3 worldwide trending topic on Twitter, and the campaign was featured in Creativity, BuzzFeed, ADWEEK, Adage, The New York Times, USA Today and many other publications.





"Thanks" (narrated by Spike Lee)



The film, documentary, and director's interviews with the children and New York firefighters were posted on multiple social media platforms.




The children's recording of Jay-Z and Alicia Keys' song Empire State of Mind was made available through iTunes and Amazon mp3, where it's been downloaded more than 450,000 times. All proceeds go to the National Fallen Firefighters Foundation.

Tag: The longer lasting gum.





Whenever McRib makes a rare return to McDonald's, its hearty cult following goes into a frenzy. So we made it possible for McRib's defiantly die-hard fans to slather the world in celebration.


Start with a simple Facebook app:



Where fiends copy friends' photographs:



Use face recognition software to slather them in barbecue sauce:



And then repost those pics for all to see:




This print campaign was developed for Y&R's Toronto office, and ran throughout Canada.

Tag: Above and beyond










Due to recent uncertain economic times, employees have been eating at their desks or simply working through lunch, hesitant to leave the office. So we decided to encourage them to take back what’s rightfully theirs.





URL links posted to Twitter and these Hulu pre-roll directed traffic to the campaign's Facebook page. Where lunchtime enthusiasts could engage with like-minded others by posting comments and sharing experiences.







Social Engagement:




Select restaurants gave out t-shirts to lunchtime customers during the first week of activation.







Peepholes along construction barriers encouraged passersby to take a peek. Only, instead of looking in on the job site, viewers saw miniature 3D interiors of the condo development's soon to be completed living spaces.


After launching this campaign about a burger that's confident in it's own beefy cheesiness, Quarter Pounder with Cheese sales saw a 7.8% increase. The largest annual revenue growth ever in the 40-year lifetime of the product.











Subhead: Quarter Pounder with Cheese. It's cheese and beef and cheese. And that's what's up.




We had a lot of fun crafting several radio spots, but this one was my favorite.

♫ McD's_QPC_Radio.mp3



Rich Media offered up "lessons in confidence" via QPC, while driving traffic to the campaign's microsite.




Microsite: