McDonald's Promo, Case study COMEDY/TRAGEDY by Leo Burnett Chicago

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Industry Fast food
Media Promo & PR, Case study
Market United States
Agency Leo Burnett Chicago
Executive Creative Director John Montgomery Leo Burnett
Creative Director Avery Gross, Brian Shembeda
Art Director Tim Ratchford, Rene Delgado
Released November 2011

Credits & Description

Category: Best Use of Outdoor
Advertiser: McDONALD'S
Product/Service: McDONALD'S FRIES
Media Agency: OMD, Chicago, USA
Global Chief Creative Officer: Mark Tutssel (Leo Burnett Worldwide)
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Executive Creative Director: John Montgomery (Leo Burnett Chicago)
Creative Director: Avery Gross (Leo Burnett Chicago)
Creative Director: Brian Shembeda (Leo Burnett Chicago)
Art Director: Rene Delgado (Leo Burnett Chicago)
Art Director: Tim Ratchford (Leo Burnett Chicago)
Agency Producer: Samantha Howes (Leo Burnett Chicago)
Media placement: OOH - Transit - Chicago's Theater District - 10 November 2011

Insights, Strategy & the Idea
McDonald’s is not a new company, and the fact they’ve got fries is a surprise to no one. ‘Comedy/Tragedy’ was a very targeted attempt to elicit a smile from people, and to get them to reconsider a brand and product they feel they already know everything about.

Creative Execution
The creative solution was simple: an ad that toyed with the familiar masks of comedy and tragedy, placed in a busy section of the theatre district - our way of sliding the brand into the conversation in a simple and (hopefully) clever way.

Results and Effectiveness
'Comedy/Tragedy' was just one component of a larger fries campaign, making it difficult to separate out its individual market impact. The overall campaign, we can say for certain, was extremely successful, with fry sales growing 10% compared to the regional average from the period of Nov 10, 2011 to Dec 2, 2011.