We needed to find a way to encourage the iconic status and desirability of McDonald’s fries found in most markets in China, where french fries are still a relatively new concept. But we knew that when people see fries, they want fries. And when they want fries, they see them everywhere. So we leveraged the Chinese versions of Instagram and Facebook to get people snapping everyday items that resemble fries to get rewarded with the real thing. And in return, we were rewarded with a Cannes Lion.