
Black & Positively Golden Launch
Concepted and executed creative, including identity and launch collateral, for McDonald’s new campaign: Black and Positively Golden. B&PG represents McDonald’s ever-evolving commitment to it’s African-American consumer base and communities by providing a platform that celebrates Black excellence, education, and entrepreneurship. To introduce B&PG, we designed a spot, Anthem, that highlighted positive Black images, narratives, and an originally scored song; the visuals and messaging from Anthem are used across all launch materials. Media produced included Television, Social, Digital, Radio, Print, Experiential. With Terrence Burrell, Rebecca Williams, and Chris Powell.

Anthem 'We Golden' :60 // B&PG

Anthem :15 // B&PG

Social Content // B&PG

Launch Print // B&PG

Twitter Header // B&PG

OOH - Wild Postings // B&PG
