Please watch the case video at the attached link under "Confidential information for the Jury."

There is a key moment when we order from McDonald's, and the order arrives. The sound of the doorbell immediately produces plenty of emotions. Something we call: "happy chaos."

In order to launch an exclusive delivery service through its own employee’s crew and, in search of capturing that exact moment of happiness that we all feel when a McDelivery arrives, we installed cameras in the delivery crew's hats to create the first campaign of real, spontaneous photos captured by a delivery crew.

It should be noted that the photos used in the campaign have all the necessary legal permissions and rights granted by the people.

The delivery service through different platforms accounts for 15% of McDonald's total sales. But out of the total delivery sales, only 7% are through their own channels. As an effort to strengthen the experience, and through the launch of Delivery Crew (deliveries made by McDonald's own employees), we were able to achieve a 20% growth in delivery service through our own channels during the campaign activation days.

Additionally, we were able to improve the consumer perception of the delivery experience, delivery times, and satisfaction with orders.