We're big on BIG ideas. We ain't half bad at coming up with them either, which is quite handy in the world of “We need a gazillion ideas for the client tissue on Tuesday!”
We love nothing more than getting to the BIG idea that becomes the mothership for multiple channels to launch off from. It's what makes us tick. It's in our DNA.

A&P Signatures

McDonald's Breakfast - Breakdown

Dir. David Lodge

Leo Burnett / McDonald's


The brief was to devise a breakfast campaign aimed at getting people going in the morning. Working to the insight that the human body needs to be properly fuelled to perform at its best each day, our ‘Breakdown’ idea was born. Warning people they could breakdown if they didn’t fill up properly was a very successful vehicle (pardon the pun) for McDonald’s.