Background
McDonald's is a brand we all know and love. With campaigns spanning digital, outdoor, social, and audio, every piece of creative plays a role in keeping the brand fresh, engaging, and instantly recognisable.
Working across multiple campaigns, I created and adapted assets for radio, digital out-of-home (DOOH), social media, and animation, bringing creative concepts to life through motion while ensuring every execution stayed true to McDonald's iconic brand identity.
McDonald's 30th Birthday
Campaign Overview
To celebrate McDonald's 30th birthday in South Africa, the campaign honoured three decades of iconic moments, bringing customers together to celebrate the brand's legacy.
As part of the campaign, I was responsible for creating the digital out-of-home (DOOH) assets, adapting the creative into engaging large-format executions for high-impact digital screens.
Extra Lovin
Campaign Overview
The Extra Lovin' campaign celebrated Valentine's Day with a playful twist, encouraging people to nominate someone special for an extra day of love on 29 February 2024.
A bonus day made possible by the leap year. Participants stood the chance to win cash, vouchers, gifts, and other McDonald's prizes.
My role was to create the supporting radio campaign, producing four radio spots centred around different everyday characters, including Work Husbands, Referees, Karens, and Car Guards. For this portfolio, I'm showcasing the Car Guard radio spot as a representative example of the campaign.
McCrispy
Campaign Overview
The McCrispy campaign celebrated the burger's signature crunch, positioning it as the loudest crunch yet through a bold teaser campaign designed to build anticipation ahead of the launch.
My role was to create the teaser digital out-of-home (DOOH) assets, translating the campaign concept into eye-catching large-format executions that generated curiosity and excitement before the reveal.
Chicken Tenders Radio
Campaign Overview
Supporting the launch of McDonald's Chicken Tenders, the campaign introduced TendersGPT—an AI-powered bot designed to engage customers in a fun and interactive way while showcasing the product.
My role was to create the supporting radio assets, helping extend the campaign across audio and drive awareness of the TendersGPT experience.
Big Tasty
Campaign Overview
The launch of the McDonald's Big Tasty celebrated the return of the iconic burger, highlighting its bigger, richer flavour and premium ingredients.
I worked across the campaign's digital out-of-home (DOOH) launch assets, helping bring the rollout to life across digital screens.
For this portfolio, I'm showcasing the teaser DOOH execution as a representative example of my contribution to the campaign.
Make Happy Happen Festive
Campaign Overview
The Make Happy Happen festive campaign celebrated the joy of the holiday season, encouraging people to share moments of happiness with friends and family through McDonald's. As part of the campaign,
I created digital out-of-home (DOOH) assets across four featured products: McFizz, McFlurry, Chicken Tenders, and the Double Quarter Pounder with Cheese.
For this portfolio, I'm showcasing the Double Quarter Pounder with Cheese execution as a representative example of the campaign.
Grand Chicken Habanero
Campaign Overview
The launch of the Grand Chicken Habanero introduced a bold new burger, combining crispy chicken with the fiery kick of habanero for a flavour-packed experience.
My role was to create the digital out-of-home (DOOH) assets, adapting the campaign into striking, large-format executions that helped build excitement around the launch across digital screens.
McWings
Campaign Overview
The McWings campaign supported a limited product-testing phase in Pretoria ahead of its planned nationwide launch.
My role was to create the digital out-of-home (DOOH) assets, developing high-impact executions that helped build awareness and excitement for the trial.
As the product is scheduled for a wider launch next year, this work represents the early rollout of the campaign.
