The legend is back and we're the ones who did it! For the first time since 1994, McDonald's launched the beloved McRib sandwich on a national scale. In just four short weeks we developed a campaign that elevated McRib fanaticism to levels never before seen. We did this by building a robust platform to showcase and acknowledge the passion of McRib fans across the country, a motion comic trailer introducing the epic tone of the campaign, an immersive iAd testing the knowledge of McRib lovers and online media that allowed for custom messaging for local markets. 

We asked our fans to submit their own McRib legend that showed their passion for the mystical sandwich. They could be true or they could be fiction as long as they showed their passion for the McRib. People were able to vote on the best stories to be finalists and a judging panel decided whose entry was the most legendary. The winner received an all expense paid trip to Germany the McRib capital of the world where the sandwhich is served all year round and $10,000 pocket cash to ensure their trip is legendary. The winning entry was also immortalized in a motion comic trailer that was showcased on all McDonald's digital properties. 

Finally, we collaborated with PR to capitalize on McRib influencers and conceive a launch event in Times Square to amplify the buzz of the campaign. 

Role
Art Direction
Design
Logo Design