Free Trend Report Free 2019 Report & eBook

Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book. Our Research Methodology

This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.

The McDonald's Australia 2012 Campaign Plays 'Spot the Difference'

 - Sep 26, 2012
References: ddb & ibelieveinadv
After getting repeatedly called out by health food critics such as Jamie Oliver and more, one fast food franchise has decided to take matters into its own hands, as the McDonald's Australia 2012 campaign shows. By focusing on the similarities between fresh food options and the ingredients used for McDonald's meals, it reveals that McDonald's isn't that different from the good stuff.

The McDonald's Australia 2012 campaign was conceived and executed by the DDB ad agency branch based in Sydney, Australia. Art directed by Daryl Corps with creative direction by Dylan Harrison and photography by Anson Smart, it essentially plays the common game, 'spot the difference.' The thing is, there is no noticeable difference in the produce being shown. McDonald's uses the same lettuce, eggs and tomatoes as other restaurants.