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SUB CATEGORY :
USER GENERATED CONTENT
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COMPANY ENTERING :
LEO BURNETT GROUP MANILA, MANILA
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TITLE :
UNBRANDED MENU
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BRAND :
MCDONALD'S
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ADVERTISER :
MCDONALD'S
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AGENCY :
LEO BURNETT GROUP MANILA, MANILA
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CHAIRMAN :
RAYMOND ARRASTIA
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CHIEF CREATIVE OFFICER :
RAOUL PANES
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GLOBAL EXECUTIVE CREATIVE DIRECTOR :
ADRIANO MATOS
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HEAD OF CREATIVE EXCELLENCE :
JASON WILLIAMS
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ART DIRECTOR :
CARL URGINO/PAOLO ROA/CHARY CHU/STEPHANIE TAN
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COPYWRITER :
RAOUL PANES/BRIAN LUMANOG/SOFIA TAWASIL/CHILI RAMON
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HEAD OF ART :
CARL URGINO
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AGENCY PRODUCER :
ETHEL JAVAR
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HEAD OF EXPERIENCE & INNOVATION :
REY TIEMPO
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HEAD OF ACCOUNT MANAGEMENT :
JUDY MEDINA
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GROUP ACCOUNT DIRECTOR :
EARL DORADO
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SENIOR ACCOUNT EXECUTIVE :
SABRINA URBANO
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STRATEGIC PLANNER :
MIKEE LAGAC
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RESEACH & DATA ANALYST :
HANS CABUYAO/GIANNE NUGUIT
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PR AGENCY :
LEO BURNETT GROUP MANILA, MANILA
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PR DIRECTOR FOR CORPORATE :
MARCO SINDIONG
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PR DIRECTOR FOR INFLUENCER :
LORENZO MANGUIAT
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HEAD OF PR :
CAROL BATTAD
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CREATIVE PUBLIC RELATIONS LEAD :
BARBARA MESSER
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MEDIA RELATIONS LEAD :
LENDL FABELLA
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SOCIAL MEDIA TEAM LEAD :
JARMAINE SOTTO
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SOCIAL MEDIA MANAGER :
EARL JOHN DIAZ
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SOCIAL MEDIA SPECIALIST :
KAT RAVELO/HANS CABUYAO
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INFLUENCER SPECIALIST :
JOAQUIN ESPIRITU
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ENGLISH CONTEXT EXPLANATION :
THIS IDEA WAS BUILT ON A FUNDAMENTAL UNDERSTANDING OF THE GAMING MEDIUM AND THE GAMING AUDIENCE.
INSTEAD OF SLOTTING A BRAND INTO A GAME, AND HOPING FOR THE GAMERS TO TAKE NOTICE (WHICH RARELY WORK, BECAUSE GAMERS MAINTAIN A VERY STRICT GATE OF APPROVAL WHEN IT COMES TO AUTHENTIC IN-GAME BRAND EXPERIENCE), MCDONALD’S TOOK AN ENTIRELY DIFFERENT APPROACH. IT UTILIZED AN EXISTING ENDEMIC GAMING EXPERIENCE (SCREENGRABBING) AND BRANDED IT!
UNBRANDED MENU SPOKE DIRECTLY TO THE TARGET AUDIENCE OF GAMERS, IN THEIR OWN LANGUAGE, USING THEIR OWN GAMING ENDEMIC TOOLS, PROVIDING AN AUTHENTIC GAMING EXPERIENCE THAT ELICITED DIRECT, REAL-TIME RESPONSE WITH GAMERS TAKING PART IN THE HUNT. THE EXPERIENCE WAS A TARGETED SOCIAL EXPERIENCE THAT NOT ONLY IN ENGAGED THE AUDIENCE, BUT MORE IMPORTANTLY EARNED MCDONALD’S A REAL BADGE OF “GAMER-CRED”.
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