The Work 2020 Contenders: VMLY&R Sydney

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With Cannes Lions and LIA postponed until 2021, Campaign Brief is still out to recognise and showcase the great work that is being produced in the region. So we are introducing The Work 2020 Contenders.

McDonald’s: McPickle
VMLY&R Sydney
McDonald’s competitors were adding more and more ingredients to their burgers to get people talking, so we tapped into a conversation our fans and followers were having on social and launched the McPickle, a burger that got the whole world talking about one of our most iconic ingredients – pickles. This single organic post, uploaded to Facebook and Instagram on April Fool’s day, had $0 media spend behind it yet earned 96% positive sentiment and over 500 million impressions worldwide.


The entry deadline for Campaign Brief’s The Work 2020 has now closed. Entries are FREE with only an acceptance fee charged for those that make the cut.