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When a company like McDonald’s changes agencies after 43 years, it’s not just looking for a replacement but rather a partner. This prompted the creation of our joint venture LEO’S THJNK TANK in 2014. Our very first job marked the auspicious occasion of McDonald’s 60th birthday.

We started with a commercial that recaptured the feeling McDonald’s has always evoked: staying young whatever your age. In the commercial, Oleg Popov, the world’s most famous clown, congratulates the second most well-known: Ronald McDonald. This added a new dimension to the brand promise “I’m lovin’ it” and set the stage for a new brand identity.

“A spot that’s a marked change of pace from Mickey D campaigns we’re accustomed to here in the States.”