Wieden+KennedyMcDonald’s: McRib Mania
Weiden+Kennedy is an independent creative agency established worldwide, but with no presence in Canada. It was a former m&h client, now working for W+K New York, who called on our services to produce a Canada-wide advertising campaign for their client McDonald’s. It’s an eloquent testimony to the trust and relationships we build with our clients over time.
Deliverables
- Campaign management
- Creative design
- Infographic design
- Photo retouching
- Proofreading
The project
Relaunch of McDonald’s McRib after a 10-year market hiatus.
The challenge
Established worldwide, Weiden+Kennedy was mandated with relaunching the McRib® sandwich on the Canadian market. With no local studio to tackle the colossal task of rolling out a major campaign in a matter of days, the agency turned to m&h to pull off the feat.
- The first challenge was one of organization, i.e. establish priorities in the cascading production of all communication tools according to their respective deadlines.
- The second was to create a key visual from a raw image of the sandwich, to make it appetizing and give it the desired shine for a relaunch.
The approach
The solution we proposed was based on our talents, our processes, our technologies and, above all, our ability to rapidly mobilize a team of experts, headed by a project manager for 360° management of the mandate.
- Right from the start of the project, we raised essential questions and proposed solutions so that the project didn’t get bogged down in uncertainties.
- To ensure a smooth validation process between W+K and McDonald’s, we used Workfront Proof, the ideal platform for reducing rounds of corrections.
- With Figma, we produced over 100 digital assets in a third of the time it would have taken with Photoshop or InDesign. We built a Figma library that enabled us to maintain perfect consistency across all digital assets.
- Finally, we mobilized our talented retouchers to create the final image of the famous McRib sandwich.
The result
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29 traditional billboards.
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50 digital billboards.
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23 banners.
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72 posts for social media.
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18 newsletters.
Nearly 200 assets produced in less than 5 business days.
A word from our client
Nikolai Jackowski Senior producerWorking with m&h has been a game changer for our creative projects. Their expertise in design is obvious; from the outset, they demonstrated an impressive ability to grasp our ways of working quickly and deliver designs that exceed expectations. Their efficiency and ease of collaboration made the entire process seamless. If you’re looking for a team that combines technical prowess with a collaborative spirit, m&h is the ideal choice. We’re thrilled with the results and look forward to many more successful projects together.
