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Copywriter.Brand Evangelist. Creative Director. Advocate. Supernova. Connecter.

rebecca@fameandmarketing.com

Archive

Black & Positively Golden

Black & Positively Golden: In an environment rife with negative images of African American culture, the Black & Positively Golden campaign was created to change the narrative. As McDonald’s most significant effort to directly target Black consumers in 16 years, the campaign shines a brilliant light on Black culture by celebrating and highlighting excellence and partnering with organizations that uplift and empower the community. ...

Jogger

In both “Morning Meeting” and “Jogger” the brand celebrates the beauty of everyone’s morning routine and reminds us that just because it happens every day, doesn’t mean a McDonald’s breakfast can’t make it a little better....

The Assistant

In this spot, which helped promote the brand's wildly popular All Day Breakfast, we pay homage to director Reginald Hudlin. The spot debuted during the Oscars ceremony, which Hudlin produced that year. He also, as it turns out, directed this spot. And starred in it. Very meta....

Good Things

In these brand equity commercials, we lean into unique African American insights that also reflect the McDonald's core values and the experience our consumer has with the brand. In "Late Night" we lean into the insight that, as a community, African Americans feel it's important to recognize one another, regardless of social status. They both applaud and encourage the determination to strive. In “Good Things” we celebrate the dedication the demographic has for their communities,...

Late Night

In these brand equity commercials, we lean into unique African American insights that also reflect the McDonald's core values and the experience our consumer has with the brand. In "Late Night" we lean into the insight that, as a community, African Americans feel it's important to recognize one another, regardless of social status. They both applaud and encourage the determination to strive. In “Good Things” we celebrate the dedication the demographic has for their communities,...

The Good Fight

To introduce new “clean label” Chicken McNuggets, McDonald’s targeted African-American parents of young kids.  While these parents can’t always pass on material things, they want to instill life lessons to prepare their children for the road ahead. The spot featured a real-life boxing coach and his daughter as he put her through the paces.  With the message that, “better doesn’t happen overnight,” he passed on not only life lessons, but good eating habits.  In...

Marines Case Study

When we had to tell the story of how recruits become Marines, we turned to real Marines. Listening to their accounts, we tapped into a unique insight: Many African Americans don't know how to swim, but a big part of Marine Corps training involves swimming. In the ocean. In full gear. While bringing this story to life, we learned that we tapped into a broader insight - that many Marines, from all cultures, found...

Rip The Runway

BET’s Rip the Runway is a televised show that celebrates the latest in fashion, music, and culture. So, when it was time to create commercials and social media promos for the show, we reached out to a culture that exemplified the spirit of Rip the Runway: the devotees of AfroPunk. The music festival is a way of life, one that celebrates diversity, authenticity and self-expression. We made the right call. The AfroPunk community showed...

Morning Meeting

In both “Morning Meeting” and “Jogger” the brand celebrates the beauty of everyone’s morning routine and reminds us that just because it happens every day, doesn’t mean a McDonald’s breakfast can’t make it a little better....

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Rebecca Feaman Williams