​The Super Bowl ad noise has ended. Wieden + Kennedy has injected McDonald’s into the quiet…

…with a campaign that understands US culture and makes the nation smile.

The day after Super Bowl is often not a health & wellness experience. McDonald’s has played into this with a wonderful insight: millions of Americans are craving being horizontal.

So it has introduced the Horizontal Breakfast, with a campaign that runs in a horizontal orientation on billboards – and even in TV spots and social.

Credits:
Client: McDonald’s
Chief Marketing Officer: Alyssa Buetikofer
Vice President, U.S. Marketing, Brand and Content: Jennifer Healan
Senior Director, Brand and Content: Guillaume Huin
Marketing Manager, Brand and Content: Jasmine Palmer
Director, Social Media and Influencer Marketing: Amanda Mulligan
Production Operations Manager: Liz-Riley Green
Brand Executive Producer (APR): Gaytana Carrino

Creative Agency: Wieden+Kennedy New York
Global Executive Creative Director: Eric Helin
Creative Director: Mike Vitiello
Copywriter: Grady Linnihan
Art Directors: Sammy Watts Stanfield & Anna Laytham
Design Director: James Hughes
Community Lead: Jade Smith
Global Head of Production: Nick Setounski
Global Executive Producer: Kristen Johnson
Producer: Kaya Choi
Senior Creative Services Producer: Sophie Turk
Social Producers: Thomas Blount & Andrew MacLean
Global Executive Strategy Director: Tass Tsitsopoulos
Strategy Director: Andrew Fisher
Senior Brand Strategist: Pat Hardy
Group Social Strategy Director: Kaylah Burton
Social Strategy Director: Liz Stefan
Senior Social Strategist: Emily Hanson
Global Communications Strategy Director: Caleb Smith
Global Managing Director: Brandon Pracht
Group Account Director: Brian D’Entremont
Global Social Director: Amanda Davis
Account Supervisors: Saporah Carter & Savannah Hart
Account Executive: Adam Wills
Senior Project Manager: Julia Dedona
Director of Business Affairs: Jennifer Bilyk
Executive Business Affairs Manager: Sarah Giarraffa
Business Affairs Manager: Olaide Adejobi
Senior Talent Manager: Courtney Allen
Integrated Traffic Director: Sonia Bisono

Production Company: Even/Odd
Director: Syra McCarthy
Partner & Executive Creative Director: Malcolm Pullinger
Senior Executive Producer: Alli Maxwell
Supervising Producer: Jas Blackmon
Line Producer: Kimberly Estrada

Production Company: Agency 123
Producer, McDonald’s: Maddie Ramirez
Technical Advisor, McDonald’s: Todd Dressel

Editing: Joint Editorial
Editor: Camm Neely
Assistant Editors: Robin Feldman & Thomas Gilson
Post Producer: Eric Hu
Executive Producer: Michelle Carman
VFX: Inti Martinez
Colourist: Stephanie Park
Content Manager: Ben Vaughn

Sound: Sonic Union
Sound Design & Mix Engineer: Kelly Oostman
Sound Producer: Justine Cortaleale
Assistant Engineer: Joey Glick