nEW pRoDUct oR SERvIcE
bRonzE WInnER

Dante's Inferno

ELEctRonIc ARtS
Phil Marineau
Craig Rechenmacher
Ken Epstein
Rony Chammas
Alonso Velasco

Sr. Product Mgr.
VP of Global Mktg., EAP
Dir. of Advt.
Product Mgr.
Advt. Mgr.

WIEDEn+kEnnEDY
Matt Kelley
Paulo Ribeiro
Dominic Orlando
Charlie Gschwend
Danielle Pak

Sr. Strategic Planner
Acct. Dir.
Art Dir.
Copywriter
Media Super.

cInco DESIGn oFFIcE kAMp GRIzzLY DoUbLEcLIck- GooGLE DAntE'S InFERno: hIGh WAY to hELL

McDonald's

McDonALD'S coRpoRAtIon
Marlena Peleo-Lazar VP, CCO
Neil Golden Sr. VP, CMO - U.S.
Lance Richards Sr. Dir., Beverages/Desserts
Sofia Therios Dir., Beverages/Desserts
Priscila Jamison Sr. Dir., Creative

DDb Bill Cimino Todd Nonken Pat Swindle Nancy Jordan Peter Barber

tRIbAL DDb oMD

Sr. VP, Group Creative Dir.

Sr. VP, Group Bus. Dir.

Sr. VP, Group Strategy Dir.

VP, Creative Dir.

VP, Acct. Dir.

thE IntRoDUctIon oF REAL FRUIt SMoothIES Real. Fruit. Smoothie. These aren’t the first words that come to mind when one thinks about McDonald’s. This made it especially challenging for the traditional burger and fry joint to launch Real Fruit Smoothies. With consumer skepticism and formidable competition in tow, McDonald’s needed to turn doubt and distrust into joyful disbelief. By bringing the concept of “real” to life in a way that was unique, unexpected, and un-McDonald’s-like, the burger and fry joint captured more than their fair share of the smoothie marketplace and left the competition spinning.