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People ask what work I’m most proud of. There has been so much I've executed, but this project definitely ranks in the top 3. Promotions is a favorite area of work that really excites me. Some of my favorite agencies I’ve worked at include Frankel (now Arc, part of Leo Burnett), Robinson Maites, and Simon Marketing. When you think of promotions, McDonald's is usually the first brand that comes to mind. They have had some of the most talked-about campaigns — the kind of promotions that get people to jump out of their seats. Simon Marketing had deep ties with McDonald's. They supplied everything for Happy Meal toys, promotional glasses, balloons, and packaging along with the sales concepts. Those ties ran so deep, in fact, that Simon’s toy division became the largest toy manufacturer in the world by volume, all because of their Happy Meal toy production.
There are always so many moving parts in promotions, so many things to consider and multiple timelines to juggle. It keeps one on their toes. This project was no exception but it was incredibly demanding based on the turnaround time. The hours were long — 14-hour days were pretty typical but it was fast-paced, fun and I got to work with one of my mentors. This particular project, however, wasn’t for the U.S. market — it was for the Japanese market, which added a whole new layer of complexity and excitement.
At the time this project was produced, it was Peanuts' 50th Anniversary — a perfect tie-in since Snoopy was hugely popular in the Japanese market. This promotion was massive. The goal was significant market penetration and visibility, and it certainly delivered. It kicked off with a parade of balloon floats, much like the iconic Macy's parade in NYC, which really set the tone.
The promotion was driven by a variety of self-liquidating premiums and limited-time items, including the collectible toys and merchandise featured in Happy Meals. To keep the momentum going, there was a gradual rollout with different phases of the promotion. One key element was a trivia game where customers could win Peanuts-themed videos, books, and merchandise. The peel-off matching stickers were a big hit, too, along with the collectible McDonald’s glasses, which had adults coming back regularly to collect the full set.
There were also toys for kids as part of the self-liquidating premiums and special food items like the Peanut Sundae, Peanut Butter Cookies, and Peanut Sauce for Chicken McNuggets. But it wasn’t just about the food and toys — store ambiance was another key element. The interiors and exteriors of the restaurants were decked out to enhance the celebratory atmosphere, with streamers, promotional signage with freestanding buildings featuring a giant Snoopy balloon perched on top of the restaurant.
The concepts for the promotion were presented in Japan. Myself and a close associate were tasked with bringing this whole vision to life in just ten days — weekends included. It was a crazy, high-pressure project. We pulled three all-nighters to get everything done. The boards themselves were close to 6' tall. Each featured different elements in relief (layered to 2 and 3 inches deep). Each were carefully crafted and cut by hand and applied. The boards were shipped off on a Saturday evening with shipping taking full week including customs clearance.
To add an extra touch and make the presentation more impactful, I created a DVD with a Japanese voiceover that explained the concepts in depth. This DVD was part of the leave behind that was submitted with the boards. The DVD followed along with the account executives to Japan, where it was shown to the team upon the boards' arrival, ensuring the presentation was fully understood and engaging.
The end result of this project was not only incredibly rewarding in terms of creative satisfaction but also life-changing. I was extremely well-compensated for my work — so much so that the two weeks I spent cranking on this out gave me enough for a down payment on a condo. Seven years later, I sold that condo and used the proceeds to pay for my Master’s degree. This later opened up amazing opportunities: I was able to teach, secure a scholarship in Canada, win a design award in Italy, and land four illustration contracts for college textbooks. It was a pivotal moment in my career that ultimately allowed me to grow both personally and professionally.
