Platinum Winner

DDB Group Sydney, Australia
McDonald's Australia

McDonald’s have tried to change the negative perceptions of their food. But traditional channels they’ve used haven’t worked: 50% of Australians don’t trust their ingredients. We created TrackMyMacca’s: an App that lets customer track where the ingredients in the actual food they just bought came from.

In-store, proximity and location-specific posters, as well as packaging encouraged customers to download the App. Using the iPhone’s GPS it knew which restaurant they were in; image recognition software knew what food they were about to eat. The App combined this with the date and time, then accessed the vast McDonald’s supply chain in real time to deliver a personalised ingredient story through augmented reality. 


Client - McDonald’s Australia 
- CMO – Mark Lollback 
- Vice President Marketing – Madeleine Fitzpatrick
- Marketing Manager – Shamini Nair
- Media Relations Manager – Skye Oxenham

Advertising Agency - DDB Group Sydney
- Executive Creative Director – Dylan Harrison
- Deputy Executive Creative Director – Darwin Tomlinson
- Creative Director’s – Steve Wakelam and Nick Pringle
- Designer – Michael Kleinman
- Designer – Carl Fraunschiel
- Planner – Ryan Richards
- Senior Business Director – Daniel Lipman

PR - Mango Sydney
- Claire Salvetti – Managing Director
- Tina Alldis – Head of Media Relations Strategy

Digital - Tribal Worldwide Sydney
- Executive Producer – Jeroen Jedeloo
- Digital Producer – Amanda Birrell 
- Digital Producer – Nina Huchthausen
- Technical Director – Ferdinand Haratua
- User Experience – Barth Wahlen

Production Company - Acne 
- Executive Producer – Fran McGivern 
- Senior Digital Producer – Jacinte Faria
- Interactive Director – Martin Pagh Ludvigsen
- Developers – Matt Schoen + Jono Forbes
- Creative Directors – Kalle Hellzen Senior
- Art Director – Stevie Laux
- 3D Design + Animation – Franco Barroeta 
- Associate Producer – Tina Avanessian
- Video Production HouseCompany – And so they were
- Video Animation Design – Camille Chu

Media - OMD Sydney