The Brand Everyone Knows and Nobody Trusts.
With the rise of social media has come an overwhelming amount of negative chatter about fast food. As the established leader in the industry, McDonald’s takes the brunt of the finger-pointing. So, despite decades as a cherished brand, McDonald’s is more often perceived as a giant, deceptive corporation. Our goal was to make McDonald’s feel real again. And show it for what it is: an accessible and genuine part of real people’s everyday lives.
Executive Creative Director, Bernstein-Rein