ABOUT

McDonald's were in serious trouble. Their sales were in decline and their reputation was having a huge impact on their brand. So we were asked to have a look at their customer base and see if we could make them a lot more democratic.
With help from my writer at the time Tony Malcolm, we found a lovely insight that really resonated.
It was simply that McDonald's don't have a dress code, you don't have to make a reservation, kids are allowed to make a bit of noise and it's generally a spontaneous decision to visit their outlets.
We created 'Just Passing By' and McDonald's sales rose by over 500%!!