Award: Gold
Award Year: 2024
Category: Sustained Success
Executive Summary
Breakfast, a pivotal revenue stream for McDonald’s, lost its appeal among Gen-Z, a critical demographic. Recognizing their affinity for the unconventional, we broke category conventions and re-wrote “the rules of breakfast.” Taking cues from hype culture, we transformed breakfast into a hypebeast-worthy event with limited-edition breakfast gear, launch events and even making our star product available all-day to suit the night-owl lifestyle of a younger generation. The outcome? Overnight queues, merchandise selling out within minutes, and a 55% increase in breakfast sales between 2018 and 2024.
Agency
Leo Burnett Singapore
Joanne Theseira, CEO
Alicia Tiong, Group Account Director
Joanna Ong, Managing Director, MSL Singapore
Sharim Gubbels, Executive Creative Director
Weicong Chong, Creative Director
Claudia Ribeiro, Creative Director
Kriffith Fernando, Senior Copywriter
Desmond Ho, Copywriter
Renee Choo, Senior Copywriter
Max Tan, Senior Art Director
Arielle Brustein, Executive Director & Head of Planning
Cai Yu Lam, Planning Director
Teng Fon Wong, Senior Planner
Xin Wei Lim, Lead Client Services Director, APAC
Jodie Cheng-Bradshaw, Account Director
Shalyn Wong, Account Manager
Rebeca Leong, Senior Account Executive
Charmane Yeo, Senior Project Manager
Callista Koh, Project Manager
Syahid Nordin, Copywriter
Yizhen Huang, Senior Art Director
Adrian Yeap, Executive Creative Director
Fajar Kurnia, Executive Creative Director
Wan Shin Tan, Senior Account Director
Evonne Loke, Group Account Director
Contributing Agency
OMD Singapore
Raveena Udasi, Business Director
Rach Tan, Media Planner
Christiane Uyecio, Associate Director
Client
McDonald’s
Drina Chee, Senior Director, Marketing & Digital Customer Experience
Danny Fu, Senior Marketing Manager
Tiffany Young, Senior Marketing Manager
Clarissa Tan, Marketing Manager
Olyvia Lim, Marketing Consultant