Every couple 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. First started in the 1970's, this film kicked off the company's 17th ceremonies and aired during the 82nd Academy Awards.

Hundreds of New York City school 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, Shoot, ADWEEK, Adage, The New York Times and many other national 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 400,000 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.

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.

This print campaign was developed for Y&R's Toronto office, where it 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 likeminded others by posting comments and sharing experiences.

Social Engagement:

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

We created this poster campaign for a local retailer's in store and trade show use.

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.