{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"AMBIENT: SMALL SCALE","is_link":false},{"keyword":"ENTRANT COMPANY","content":"LEO MANILA, MANILA","is_link":false},{"keyword":"TITLE","content":"GAMIFRIES","is_link":false},{"keyword":"BRAND","content":"MCDONALD'S","is_link":false},{"keyword":"ADVERTISER","content":"MCDONALD'S PHILIPPINES","is_link":false},{"keyword":"AGENCY","content":"BBH SINGAPORE, SINGAPORE\/\r\nLEO MANILA, MANILA","is_link":false},{"keyword":"CHIEF STRATEGY OFFICER","content":"STÉPHANE MISSIER (BBH SINGAPORE)","is_link":false},{"keyword":"CHIEF MARKETING OFFICER","content":"ADA LAZARO (MCDONALD'S PHILLIPINES)","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"SID TULI (BBH SINGAPORE)","is_link":false},{"keyword":"GENERAL MANAGER","content":"JUDY MEDINA (LEO MANILA)","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER,PUBLICIS GROUPE SEA","content":"AJAY VIKRAM","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"SASCHA KUNTZE (BBH SINGAPORE)\/RAOUL PANES (LEO MANILA)","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"JANSON CHOO\/KHAIRUL MONDZI (BBH SINGAPORE)","is_link":false},{"keyword":"GROUP CREATIVE DIRECTOR","content":"MELA ADVINCULA (LEO MANILA)","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"GUSTAVO BONZANINI (BBH SINGAPORE)","is_link":false},{"keyword":"ASSOCIATE CREATIVE DIRECTOR","content":"NICO TANGARA\/LUKE SOMASUNDRAM","is_link":false},{"keyword":"CREATIVE PR LEAD,PUBLICIS GROUPE SEA","content":"BARBARA MESSER","is_link":false},{"keyword":"CREATIVE TECHNOLOGIST","content":"NICO TANGARA (BBH SINGAPORE)","is_link":false},{"keyword":"ART DIRECTOR","content":"JEREEK ESPIRITU\/JONATHAN CHEN (BBH SINGAPORE)","is_link":false},{"keyword":"COPYWRITER","content":"SYAHMINA ABYANA (BBH SINGAPORE)","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"WENDI CHONG (BBH SINGAPORE)","is_link":false},{"keyword":"AGENCY PRODUCER","content":"CHUN YI KWEK (BBH SINGAPORE)","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"DAVID ANSON (BBH SINGAPORE)\/KIMIE ARENILLO (LEO MANILA)","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"KEREN GOH (BBH SINGAPORE)","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"RACHEL KWEK (BBH SINGAPORE)","is_link":false},{"keyword":"MARKETING DIRECTOR","content":"ASHLEY DELGADO (MCDONALD'S PHILLIPINES)","is_link":false},{"keyword":"PR AGENCY","content":"MSL PHILIPPINES, MANILA","is_link":false},{"keyword":"HEAD OF PR","content":"CAROL BATTAD (MSL PHILIPPINES)","is_link":false},{"keyword":"MEDIA RELATIONS","content":"LENDL FABELLA (MSL PHILIPPINES)","is_link":false},{"keyword":"INFLUENCER RELATIONS","content":"FRANCESCA UMALI\/ENZO ZULUAGA (MSL PHILIPPINES)","is_link":false},{"keyword":"ENGLISH CONTEXT EXPLANATION","content":"Snacking and gaming have always been intertwined. McDonald’s in the Philippines understands this. In a country with over 43 million active gamers, ranging from casual players to esports professionals, the brand continually seeks to connect with them.\r\n<br>\r\n<br>So when 2025’s biggest gaming console release happened, McDonald’s went full gamer nerd mode. It hijacked the launch of the Nintendo Switch 2 console with GamiFries. This was a snap-on, handheld attachment that placed the brand and the fries right in the hands of gamers.\r\n<br>\r\n<br>But, aware that gamers are averse to big brand sponsorships ruining their experience, the brand stealthily rolled out the campaign anonymously on MakerWorld, a top 3D model resource and community.\r\n<br>\r\n<br>This was seeded to gaming communities, and influencers in the Philippines quickly picked it up and started engaging their fans about GamiFries. The conversation blew up globally as publications got wind of the invention and got gamers from around the world talking about it online. The MakerWorld GamiFries page saw a huge spike in downloads as well for the 3D model. \r\n<br>\r\n<br>With zero media spend, the quirky gaming console mod reaped massive numbers for McDonald’s: with over 1.2 billion impressions gained, and over 29 million USD media earned","is_link":false}],"files2":[{"name":"OD06_001.mp4","type":"mp4"},{"name":"OD06_001_DI01L.jpg","type":"jpg"}],"count":2}