| Title | WALLET |
| Brand | MCDONALD'S PHILIPPINES |
| Product / Service | MCDONALD'S |
| Category | A02. Best Use of Magazines/Newspapers |
| Entrant | LEO BURNETT MANILA Makati City, THE PHILIPPINES |
| Entrant Company: | LEO BURNETT MANILA Makati City, THE PHILIPPINES |
| Advertising Agency: | LEO BURNETT MANILA Makati City, THE PHILIPPINES |
| Media Agency: | STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Raoul Panes | Leo Burnett Manila | Executive Creative Director, Copywriter |
| Alvin Tecson | Leo Burnett Manila | Creative Director |
| Cey Enriquez | Leo Burnett Manila | Copywriters |
| Mela Advincula, Stephanie Mangalindan | Leo Burnett Manila | Art Directors |
| Sue Ann Nolido | Leo Burnett Manila | Account Director |
| Maik Alturas, Tria Sordan | Leo Burnett Manila | Account Managers |
| Marissa Abayari, Warren Armada | Leo Burnett Manila | Producer |
| George Francisco | Leo Burnett Manila | Final Artist |
Coupon distribution drastically increased. As a result, guest count in McDonald's stores rose by 14.39% versus the last couponing effort (same month of the previous year). This was unprecedented in the history of McDonald's couponing in the country.
We went beyond the traditional practice of handing out coupons in the streets and stores. We stuck what looks like a real wallet, devoid of cash, in the country's top broadsheets. What saves the day for the reader are the McDonald's coupons left inside.
McDonald's was launching a couponing campaign for the New Year. They wanted to reach as many people as possible. People who are recovering from holiday spending sprees.