McDonald’s Backstage is a brand new initiative to give guests an unique behind-the-scenes look into the organization and products of McDonald’s. To create awareness for ‘Backstage’ TBWA created a cross media campaign. My responsibility was to create a concept for Rich Media Advertising. First the brief was to create just 1 set of banners, but because of the positive results I created another set for the retargeting campaign. In the end I also created the illustrations of the offline advertisement.