McDonald's: Track My Macca's

Where your Macca's comes from.

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Following McDonald's rebranding some of its restaurants to "Macca's" in Australia last week, the chain has launched an augmented reality app, TrackMyMacca's that takes customers "behind the scenes" while they are in the restaurant, showing them where their food has come from.

DDB Australia's Tribal DDB and ACNE Production developed the app, which relies on supply chain information to track where different ingredients of the specific meal customers are having has come from. It contains image recognition software, which then links the product to GPS and a database of where ingredients are from; customers can then click on different ingredients to see and read more about their origin. It's available for iPhone, iPad or iTouch from the iTunes app store and will work on select menu items in all stores across Australia until June 30th.

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About

Credits
Date
Jan 21, 2013
Agency:
DDB Sydney
Client:
McDonald's
Creative Director:
Steve Wakelam
Creative Director:
Nick Pringle
Creative:
Steve Wakelam
Creative:
Nick Pringle
Production Company:
ACNE
Digital Agency:
Tribal DDB
Executive Producer:
Jeroen Jedeloo
Digital Producer:
Amanda Birrell
Technical Director:
Ferdinand Haratua
User Experience:
Barth Wahlen
Executive Producer:
Fran McGivern
Senior Digital Producer:
Jacinte Faria
Interactive Director:
Martin Pugh Ludvigsen
Developer:
Matt Schoen
Developer:
Jono Forbes
Creative Director:
Kalle Hellzen
Senior Art Director:
Stevie Laux
3D Design & Animation:
Franco Barroeta
Associate Producer:
Tina Avanessian
Video Production Company:
And so they were
Video Animation Design:
Camille Chu
Media:
OMD
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