Leading McDonald's Social at VML

The Brief

Co-lead McDonald's social and digital for three years. Make a legacy fast-food brand culturally relevant, daily.

The Idea

We focused on daily nuggets aka micro content paired with big content that Macca's is known for. This resulted in digital builds such as Monopoly at Macca's, countless product launches, and huge viral moments like McPickle.

The McPickle, an April Fools joke that took over the world by storm.

Mac Your Night was a campaign we did at VML in partnership with DDB, leading the original creative idea that was then expanded across social and OOH.

The Made for Family campaign celebrated how McDonald's fits into Aussie families lives.

Thee Macca's Monopoly app was created in Australia and I was lucky enough to work on the creative that goes into it, from how the games worked to the overall aesthetic.