Award: Gold
Award Year: 2023
Category: Food & Beverage – Restaurant/Outlet
Executive Summary
The McDonald’s ice cream business suffered a severe decline during the pandemic. We set out to reverse this despite a media budget that disappeared just before campaign launch. So, we targeted just 1200 Gen Zs, active in sharing their experiences online—and got them screaming out all their pent-up pandemic frustrations on the same day that masks became optional in Singapore. The result? A 100% increase in sales, 63 million+ organic views on TikTok, and the trigger accelerating McDonald’s ice cream business toward post-pandemic recovery.
Lead Agency
Leo Burnett Singapore
Joanne Theseira, CEO
Alicia Tiong, GAD
Joanna Ong, MD
Sharim Gubbels, Executive Creative Director
Weicong Chong, Creative
Claudia Ribeiro, Creative Director
Noel Teo, Creative
Francesca Tan, Creative
Xin Wei Lim, Brand
Natasha Tan, Brand
Rebeca Leong, Brand
Dan Chia, Creative
Roxane Wee, Creative
Sarah Lim, Brand
Jodie Cheng-Bradshaw, Brand
Arielle Brustein, Strategy
Client
McDonald’s Singapore
Drina Chee, Senior Director, Marketing & Digital Customer Experience
Tiffany Young, Client
Danny Fu, Senior Marketing Manager