A deep dive into McDonald’s and Leo Burnett’s journey to success with Unbranded Menu adobo Magazine [Video]

MANILA, PHILIPPINES — Philippine advertising is ever evolving, with more and more works not just displaying the dynamic creativity and innovation that exemplifies the industry, but also garnering much-deserved recognition for it. From prestigious award shows in the Philippines to iconic international stages like Cannes Lions, Filipino creativity didn’t fail to make its mark. One campaign, in particular, was recognized with just about every shortlist announcement, and most of the time, snatched a win not long after each one.

Going viral once during its rollout wasn’t the end for McDonald’s Unbranded Menu by Leo Burnett Manila. The campaign made a splash throughout the 2023 awards season with a Silver and Bronze at Cannes Lions, Two Golds and Silver at Spikes Asia, and a Mad Stars Grand Prix on top of six more metals. Most recently, it took home four Best of Discipline Awards at the 2023 ONE Asia Awards, along with several Golds and Silvers. 

For …