McDonald's Breakfast. Integrated — Steve Robertson

We convinced the client to launch with a bold poster campaign without featuring food because when breakfast is done properly, it doesn’t hang around for that long.

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But when we did feature food, we made sure that it looked like it tasted in the minds of our customers, with messier builds and bold crops.

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A set of humorous YouTube vids pretending to be traditional ‘food porn’ but with a cheeky McDonald’s wry smile at the end.