24 “Gifts of Joy” in 24 markets over 24 hours*
imlovinit24’s objective was clear: show the world what McDonald’s does every day across the globe – serve up joy – and in doing so get people talking. It ushered in a new era of multichannel global storytelling as McDonald’s evolves from a traditional marketer into a modern content producer.
TBWA NY orchastred 24 markets with agency partners from Leo Burnett, DDB and OMD. My content manager partner and I provided global content strategy, social creative direction and content/production expectations and workflows.
Concepted teaser visuals for hero events. Clients loved them so they asked us to create one for all 24 events, to be used for press.
Worked with UX and designer on designing and developing a prototype of the tumblr hub that housed over 1,000 pieces of owned and UGC content.
The 36 Hour Day