| Title | THE BLIND TASTE |
| Brand | McDONALD'S |
| Product/Service | SINGLE BURGER |
| Category |
C04. Travel, Leisure & Retail (incl. e-commerce & Restaurants) |
|
Entrant Company
|
TBWA\ITALIA Milan, ITALY
|
|
Advertising Agency
|
TBWA\ITALIA Milan, ITALY
|
|
Advertising Agency 2
|
TRIBAL DDB Milan, ITALY
|
|
Media Agency
|
OMD Milan, ITALY
|
|
PR Agency
|
HILL & KNOWLTON Milan, ITALY
|
|
Production Company
|
FILMMASTER PRODUCTIONS Milan, ITALY
|
Credits
| Nicola Lampugnani |
TBWA\Italia |
Chief Creative Officer |
| Anna Palamà |
TBWA\Italia |
Creative Director |
| Rossana Tocchi |
TBWA\Italia |
Creative Director |
| Stefano Guidi |
TBWA\Italia |
Copywriter |
| Giorgio Fresi |
TBWA\Italia |
Art Director |
| Patrizia de Haag |
TBWA\Italia |
Client Service Director |
| Monica Bragagnoli |
TBWA\Italia |
Account Director |
| Valentina Muzzana |
TBWA\Italia |
Account Manager |
| Silvia Congiu |
TBWA\Italia |
Agency Producer |
| Alessandra Barbieri |
TBWA\Italia |
Agency Producer |
| Ornella Ciot |
TBWA\Italia |
Planner |
| Pasquale Arria |
Realize Networks |
Chief Executive Officer |
| Gabriele Goffredo |
Tribal DDB |
Client Creative director |
| Pasquale Pinto |
Tribal DDB |
Social Media Manager |
| Serena Brasca |
OMD |
Communications Manager |
| Silvia Campanella |
H/K |
Account Manager |
| Luca Sanfilippo |
All communication |
Executive Producer |
Brief Explanation
Italians underestimate the taste of McDonald's.
Hiding the true identity of a McDonald's restaurant to use it as a media against the prejudices about the brand.
So we opened a McDonald's disguising it as a gourmet burger restaurant where we actually served classic McDonald's burgers, without saying they were McDonald's.
Results and Effectiveness
More than 400 clients in 3 days. 101 issues on blogs and magazines.
Total impressions: 26.000.000
3.000.000 views on social networks.
More than €230.000 in free media.
+103% sales in the first week following the event.
Creative Execution
In order to reach our target, we inaugurated a fake gourmet burger restaurant.
Two famous chefs pretended to be the creators of the dishes, but we actually served classic McDonald's burgers.
After 3 days we dropped the mask.
Insights, Strategy and the Idea
Our target was the Gourmet burger lovers: serving McDonald's burgers without saying they are McDonald's, we would like to demonstrate them that they have too many prejudices against the brand.