From 2021 to 2023, and later from 2025 t0 2026, I had the privilege of overseeing McDonald's creative initiatives in more than 25 markets as a part of the Publicis Groupe. My close collaboration was mainly focused in some specific markets, namely China, Italy, Philippines, GCC, and UK.
Throughout these two periods, my role involved setting high standards for creativity and facilitating effective communication between these markets and McDonald's headquarters in Chicago. As a direct outcome of our collaborative efforts, McDonald's achieved an exceptional number of creative awards within the Publicis network, setting new records.
Among the various projects I led, there are a few that hold a special place in my heart.
THE MOSAIC
Italy
A fake ancient mosaic in Rome gained international attention.
It was a McDonald's billboard to promote the classic meals.
AWARDS AND RECOGNITION:
Eurobest Awards: 1 Silver, 2 Bronze, 1 Shortlist
Clio Awards: 1 Bronze, 1 Shortlist
UNBRANDED MENU
Philippines
Food in videogames looks very much like McDonald's food.
It was time for the brand to claim it.
Unbranded Menu was featured at the Cannes Lions Creativity Report 2023.
The project was recognized as the best McDonald's idea in the world in 2022 according to... McDonald's. It won the Grand-Prix of the McDonald's internal award show, the Feel-Good Marketing Award 2023.
For the first time ever, the Philippines beat all the big markets in the McDonald's system.
AWARDS AND RECOGNITION:
Cannes Lions: 1 Silver, 1 Bronze, 7 Shortlist
One Show Asia: 3 Best of Discipline, 4 Gold, 2 Silver, 1 Bronze
Feel-Good Awards (McDonald's internal award): 1 Grand Prix, 2 Gold
Asia Spikes: 2 Grand-Prix (1st time for the Philippines), 1 Gold, 4 Silver, 1 Bronze, 6 Shortlist
Mad Stars: 1 Grand Prix of the Year (the GP of the GPs), 3 Gold, 2 Silver, 1 x Bronze
Clio Awards: 1 Silver, 2 Bronze, 2 Shortlist
NY Festivals: 2 Gold, 1 Bronze, 2 Shortlist
Kidlat Awards: 3 Grand-Prix, 4 Gold, 1 Bronze
One Show: 1 Merit, 2 Shortlist
London International Awards - 1 Bronze
The Caples Awards: 1 Gold, 1 Silver, 1 Shortlist
Gerety Awards: 2 Bronze
TABLE TO GO
Italy
During the Milan Design Week, it is impossible to find a table to have a meal.
Well, it used to be.
AWARDS AND RECOGNITION:
Cannes Lions: 1 Bronze, 6 Shortlist
D&AD: 1 Graphite Pencil, 1 Wood Pencil, 2 Shortlist
Effie Awards: 1 Bronze
One Show: 2 Bronze, 3 Merit
Clio Awards: 3 Bronze
Eurobest: 2 Gold, 1 Silver, 3 Shortlist
Andy Awards: 2 Shortlist
Feel-Good Awards (McDonald's internal award): 2 Bronze
