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Get to know the Creative Effectiveness Lions

Celebrating the measurable impact of creative work

16.02.2023

When the world was at a standstill and this generation’s youth were yearning to experience something new, this campaign highlighted how an established brand found lightning in a bottle.

The Creative Effectiveness Lions celebrate the measurable impact of creative work. Wieden+Kennedy New York did just that in 2021 with their Travis Scott and McDonald's collaboration, The Travis Scott Meal. When the world was at a standstill and this generation’s youth were yearning to experience something new, their campaign highlighted how an established brand found lightning in a bottle.

Simple yet effective, they released a celebrity’s favourite order as a meal, teasing the launch through Travis Scott and McDonald's social channels. It brought young people through the drive-thru in droves, creating a (safe) mass participation event during a pandemic and breaking the McDonald's supply chain. Quarter Pounder sales doubled in two weeks and even market share at lunch grew by 1.3% to 18.6% — all with an ROI of $3.22 (estimated at $88m and $5.60 ROI if supply hadn't broken).

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