2024 was a tough year. As the cost of living climbed, the QSR category was flooded with deals.

So we didn’t shout louder. We played smarter.

We didn’t just lean on a great deal.
We gave people a way to look smart – no matter what. Enter the McSmart Meal.

Creative Agency: DDB Sydney
Creative Partner: Jenny Mak
Senior Art Director: Emmalie Narathipakorn
Senior Copywriter: Seamus McAlary
Director: Adam Gunser, Good Oil