MCDONALD'S
Kelly Hoyman
DDB WEST
John Livengood
Eric Gutierrez
Matt Griffin
Mishy Cass
Scott Stripling
Troy Brock
Matt Gilmore
Shaun Stripling
OMD
Katie Bergerud
Mktg. Dir.
Exec. Creative Dir.
Sr. VP-Creative Dir.
Acct. Dir.
Assoc. Creative Dir.
Sr. Copywriter
Art Dir.
Sr. Copywriter
Strategy Dir.-Consumer
Strategy Dir.-Media
Pizza Hut
PIZZA HUT
Brian Niccol
Bob Kraut
Pat Dunigan
Chris Fuller
Bernard Acoca
BBDO
David Lubars
Bill Bruce
Mike Towell
MEDIAEDGE:CIA
IMC2
Scott Lindsey
ZENO
Jay Joyer
SILVER WINNERS
CMO
VP-Mktg. Comm.
Sr. Dir.-Advt.
Mgr.-Public Relations
Sr. Dir.-Digital & Promotional Mktg.
Chrmn.-CCO N. Amer.
Chrmn.-CCO BBDO New York
Sr. VP-Creative Dir.
Digital Creative Dir.
VP
UNSNOBBY COFFEE
Launching McDonald’s premium coffee in Seattle, Starbucks’
hometown, where The Buck outflanks McDonald’s 4-to- 1 in retail
locations and there’s an indie café on every corner, was no easy
task. The strategy: Tap into unpretentiousness, a core value of
Washingtonians, to create a backlash against coffee elitism. The
campaign included a 12-foot-tall coffee confessional housing “our
Dr. Phil” of the espresso world conducting anonymous “Unsnobby”
interventions, which got Seattle buying McCafé, overdelivering
trial goal by 173%.
SLEEPING PASTA GIANT
The objective: to make Pizza Hut’s new, home-delivered Tuscani
Pastas the biggest thing in the pizza category since pizza. In a world
of super-convenient, inexpensive pasta options, that meant
convincing people they could do better than the pasta they were
currently eating at home. The campaign used 161 real, hungry and
very surprised restaurant patrons to show that Tuscani Pastas are
real, restaurant quality pasta, delivered to a customer’s front door.
The result: over-delivering sales objectives by 150%.
