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Transforming the reputation of the ‘Supersize Me’ poster child.
My first brief at Leo Burnett was for the world’s most famous burger joint. At the time, the brand was in huge trouble in the wake of the documentary ‘Supersize Me’, and the work was running scared. Over the next five years we helped move the brand from being the poster child for childhood obesity to winning awards at D&AD, Campaign Big, LIA, ANDYS, The One Show and BTAA - and the first ever Gold Lion at Cannes for Creative Effectiveness. The campaign we created runs to this day and is currently delivering its 14th year of continuous growth for McDonald’s. Here is a (very) small sample of the 500 pieces of work I oversaw.
1. Passing By 2. Piccadilly Case Study 3. Fizzy Fruit 4. A-Z 5. Lovely Weather 6. Big Nothing 7. Planting