| Title | MCTOLLBOOTH |
| Brand | McDONALD'S |
| Product / Service | McDONALD'S |
| Category | E01. Integrated Campaigns led by Outdoor |
| Entrant | LEO BURNETT GROUP MANILA, THE PHILIPPINES |
| Entrant Company | LEO BURNETT GROUP MANILA, THE PHILIPPINES |
| Advertising Agency | LEO BURNETT GROUP MANILA, THE PHILIPPINES |
| Media Agency | STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES |
| Production Company | PABRIKA Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Mark Tutssel | Leo Burnett | Global Chief Creative Officer |
| Raoul Panes | Leo Burnett Group Manila | Chief Creative Officer, Copywriter |
| Dante Dizon | Leo Burnett Group Manila | Creative Director, Art Director |
| Seong-Wook Han | Leo Burnett | Group Creative Director |
| Sara Sarmiento, Soo-Hwan Song | Leo Burnett Group Manila | Art Directors |
| Toby Amigo | Leo Burnett Group Manila | Copywriter |
| Oliver Sarmiento | Leo Burnett Group Manila | Digital Creative Director |
| Brian Lumanog | Leo Burnett Group Manila | Digital Copywriter |
| Mark Blears | Leo Burnett Group Manila | Global Account Director |
| Donny Dingcong | Leo Burnett Group Manila | AVP Account Management Director |
| Clarence Santos | Leo Burnett Group Manila | Digital Art Director |
| Judy Buenviaje | Leo Burnett Group Manila | Group Account Director |
| Ian Hernandez | Leo Burnett Group Manila | Associate Account Director |
| Andy Rivera | Leo Burnett Group Manila | Account Executive |
| Joy Santos | Leo Burnett Group Manila | Planning Director |
| Lynda Olesen | Leo Burnett Group Manila | Director of Engagement |
| Lia Malferrari | Leo Burnett Group Manila | Planner |
| Carlo Dionisio | Leo Burnett Group Manila | Head of Channels |
| Peter Imbong | Leo Burnett Group Manila | Content Manager |
| Joel Limchoc | Leo Burnett Group Manila | Director |
A day before the event, teasers were posted on McDonald’s social pages. Then on 24 March 2015, tollbooths in Manila’s major expressways were transformed to mimic McDonald’s drive-thru booths. Then during the morning rush hour, the McTollbooths waived toll fees and gave out bags of free McDonald’s breakfast to motorists who drove through. To extend the experience, included in the bags too were coupons for free McDonald’s premium coffee redeemable via drive-thru or in-store. Celebrities helped man McTollbooth. News and social coverage amplified the experience via on-the-spot reporting, tweeting and photo/video uploads. Motorists who missed out still won free breakfast by simply uploading their group pictures (groupfies) inside their vehicles to the McDonald’s Philippines Twitter page with the imlovinit24 and McTollbooth hashtags. 24 hours later, a McTollbooth recap video was posted on social media to spike more conversations. More press, broadcast and online media coverage followed, including global.