Cannes Lions
DDB CHICAGO, Chicago / MCDONALD'S / 2009
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Due to its willingness to tango with any and every topping out there- from frizzled onions to fried eggs to foie gras- it seems the once proud cheeseburger has lost its way. But not McDonald’s Quarter Pounder with Cheese. While those flighty, tragically hip ‘haute burgers’ strut their stuff and desperately try to impress, the Quarter Pounder with Cheese has never succumbed to the hype. You’ll never see it wearing goat cheese, or wasabi, or pancetta. That shows real character.
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