Every so often McDonald's holds their Worldwide Convention: A weeklong event hosting celebrity speakers, entertainers and over 20,000 franchise owner/operators from around the globe. Created for the opening ceremonies, this film kicked off the 21st initiative and aired during the 82nd Academy Awards.

Hundreds of New York City school children helped us create this integrated campaign commemorating the 10th anniversary of 9/11, by paying tribute to New York City firefighters. Overnight, the film became the #3 worldwide trending topic on Twitter. The campaign was also featured in Creativity, Shoot, Adweek, Adage, The Wall Street Journal, The New York Times and various other publications around the country.

"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 400,000 times. All proceeds going to the Fallen Firefighters Foundation.

Tag: The longer lasting gum.

The McRib comes out once in a blue moon, to the joy of a huge cult following. To capitalize on this, and introduce it being offered for a limited time, we gave fans a way to include friends in their love of this barbecued behemoth.

With this simple Facebook app...

followers could copy friends' photographs,...

use face recognition software to slather them in barbecue sauce...

and then repost those photos for all to see.

Craftsman has held a special place in the hearts of men everywhere. Their tools bring great pride and joy, as proven by the many bonding experiences and vast accomplishments they've played a part in over the years.

Craftsman Snow Throwers handle the heaviest of snowfalls.



street lamp
Much like craft beers have taken off, craft sodas are garnering attention from enthusiasts far and wide. This poster campaign was created for the retailer's use at store locations, cola expos and trade shows.

McDonald's was experiencing fewer lunchtime customers. We had an idea why... Due to recent uncertain economic times, employees were eating at their desks or simply working through lunch, afraid 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 films directed traffic to the campaign's Facebook page. Where lunchtime enthusiasts could unite, share experiences and post comments on their success in taking back lunch.

Social Engagement:

To promote the effort, select restaurants gave out t-shirts to customers during the first week of activation.

After convincing Southwest US dealerships to combine their resources under the Valley Toyota Dealers Association, we created a fully integrated campaign comprised of television, website, rich media, social, outdoor, radio, print, point of sale and event advertising. In fact, it's still going strong today... some nine years later.

Produced for the Y&R Toronto office, this print campaign ran throughout Canada.

Tag: Above and beyond