Getting the Tone Right at Macdonald's

I think there was a temptation, particuarly, in reacting to the issues in the press, to be quite defensive. And so the legend goes between planners and creatives and account people here as well as the board at macdonald's. The two words that were uttered that every one nodded to was decided that we should be confidently humble. This idea of not pretending that everything was ok has led into really interesting takes on that creatively. You can see it in some of the more recent work, like macdonaldis advertising is some of the most starkly iconic and simple stuff you'll ever see.