Why McD's "Raise your Arches" set the industry ablaze and where the idea came from
Jan 29, 2023•47 min
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Episode description
There was no product shots, no consumption occasion, no restaurant shown. No "ba da ba ba baa." And the industry went nuts. We hear the story behind the work and the ethnography research that fueled it, from Tom Sussman, Head of Strategy and Joe Beveridge, Planning Director, of Leo Burnett, London.
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