The year was 2008.

 

With the economy struggling and purse strings tightening, McDonald’s saw an opportunity to appeal to the value-conscious consumer.  

 

The trick was to do it in a way that didn’t cheapen the brand. So we came up with the idea that your dollar gets you more when you order off the Dollar Menu at McDonald’s. A lot more than what a dollar would get you for other things.  

 

This award-winning, fully-integrated campaign had people all over town talking and completely redefined the value of a dollar.

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• Broadcast/Cable TV

• Radio

• Digital

• OOH

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My Role:  Creative Director / Writer