In 2019, DDB brought Dan in as a Creative Director, to help shift the tone of McDonalds in Australia. ‘Nobody want’s to cry when eating a cheeseburger’, was the message from the top.  So we set about changing the tone, of one of the worlds biggest brands, and the biggest account in Australia. From re-branding McCafe, or celebrating Macca’s 50th birthday, to opening up the ‘pickle in / pickle out’ debate to helping people realise that eating a Filler-o-Fish would help their brain power.