"Behind the Arches" (Brand Trust)

Client: Macca's
2022-24

The brief was to make Macca's the most trusted QSR brand in Australia. So we did just that. 

It may sound obvious, but Macca's wanted to up their brand trust scores. Between TV, OOH, Social and Digital, we needed to give more clarity to the new line: "Changing for the Better? We're on it." 

We were tasked to create a social-first platform within the Brand Trust pillar. So we thought how can we take our audience behind the scenes? Or at Macca's "Behind the Arches." Client was thrilled at how this evolved the existing campaign and gave what could be very boring comms a more fun and youthful tone. 

• Client achievement: Our client were stoked to win a Feel Good Award (McDonald's global internal awards.)

• Personal achievement: We got "chicken sh*t" in a social video client approved.

• Another personal achievement: I started my modeling career, as a Macca's hand model. Humble beginnings.