| Title | McDONALD'S SMILE FACTORY |
| Brand | McDONALD'S COMPANY (JAPAN) |
| Product / Service | SMILE FACTORY |
| Category | A03. Consumer Services |
| Entrant | PARAGRAPH DDB Tokyo, JAPAN |
| Entrant Company: | PARAGRAPH DDB Tokyo, JAPAN |
| Advertising/Web Design Agency: | PARAGRAPH DDB Tokyo, JAPAN |
| 2nd Advertising/Web Design Agency: | IMG SRC Tokyo, JAPAN |
Credits | |
| Name | Company | Position |
|---|---|---|
| Yoshi Nagasaki | Paragraph DDB | General Producer |
| Hiroshi Koike | IMG SRC | Creative Director |
| Tatsuaki Ashikaga | IMG SRC | Producer |
| Mie Koshihara | Paragraph DDB | Producer |
| Momoko Kobayashi | IMG SRC | Art Director |
| Qanta Shimizu | IMG SRC | Director |
| Kenichi Takahashi | Flash Engineer | |
| Sachihiko Shiuchi | Flash Engineer | |
| Yuma Murakami | Technical Director | |
| Takumi Watanabe | Flash Lite Engineer | |
| Hiroyuki Hanai | S2 Factory | System Engineer |
| Takuho Yoshizu | S2 Factory | System Engineer |
| Koichi Arakawa | S2 Factory | System Engineer |
| Animation Staff Room | Animation | |
| Sakuya Nishiyama | Designer | |
| Masanori Mori | Photographer | |
| Koshiro Ibrahimovic | Illustrator | |
| Yoshihito Ishikawa | Paragraph DDB | Business Director |
| Shinya Nakamura | Paragraph DDB | Producer |
In order to create a site that would acquire not only parents and kids but also family and school students, we created "Smile Factory", a site that allows you to upload photos of your smiling face to characters that wear masks designed as McDonald's products. "Smile Engine" reads your smile and determines which product is right for your smile. Users can download the character as animated mobile phone screensaver, PC wallpaper, printable stickers, or animated blog widgets. To promote the site, 15 mom alpha bloggers seeded the site on their blogs. We also used PR and online banners on sites targeted at moms.