The idea here was to keep McDonald's front and centre, in a multi-tasking world. The articles are real. Just colour was added. By fitting into the target's activity (reading the news), rather than interrupting it, the "on-the-go" brand benefit was demonstrated.
Agency: Cossette Atlantic, Halifax
Creative Director: Don Veinish
Copywriter: Don Veinish
Art Director: Bhavik Gajjar
Photographer: John Sherlock
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