McDonald's, Leo Burnett

Jeremy Lee is impressed by the latest work from McDonald’s: "Not for the first time, the agency has created something quirkily British and charming for the brand that raises a warm smile." The work was created by Richard Ince and Ed Tillbrook, and directed by Tony Barry through Sonny.

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Case study: How 'This girl can' got 1.6 million women exercising
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1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

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