McDonald's: Perfect Made Perfecter

We discovered that consumers have a huge love for the Quarter Pounder. When it came to creating a campaign idea, we figured if there are sneakerheads, isn't it just as possible there are Quarter Pounder heads? Our Quarter Pounder campaign, "It's perfect made perfecter," is an ode to each and every ingredient that makes the Quarter Pounder what it is. Because a true fan of the Quarter Pounder knows and indulges in every single ingredient. A fan would geek out on every detail of this burger. So that’s what we did.

To kick things off, we had a GRAMMYs lineup with six 15-second spots, each dedicated to one single ingredient in a Quarter Pounder – from the buns to the cheese to the pickles. And Brian Cox's resonant voiceover is a new take on the persona of a dedicated Quarter Pounder enthusiast.