McDonald’s Japan

I spent 2015 in Tokyo as co-ECD of a joint venture between Leo Burnett and Dentsu dedicated to McDonald’s Japan.

My partner and I managed a creative staff of 20 across two different offices, two different agencies and two different languages. A large part of our job involved helping the Japanese creative teams understand the needs of our Western clients, and vice versa. It was always challenging — often crazy :-) — but never boring. The work ranged from fully integrated campaigns to one-off TV spots. On a personal note, working and living in Tokyo was an amazing experience. I made some great friends there and return as often as I can.

This spot features Rakugo—the ancient Japanese art of storytelling—to convey the deliciousness of McDonald’s Anko Pie. It was voted "Top Ten Most Popular In Japan" the month it debuted.

My First Recycling • In-Store/Digital Campaign

Watch The Case Study Here

McDonald's Burger Naming Competition featuring Japanese comedian, Bakarhythm.

This 4-week promotion (TV, mobile, online and OOH) generated over 5 million entries. Launch video below.