McDonald's was launching an all-new quarter pounder cheeseburger with fresh, never frozen beef that is so good, it will leave you speechless. A television campaign was in the works and McDonald's looked to Denizen Company to create a digital campaign that earned the interest of online viewers.
Instead of using conventional voice over to express the delight of eating the new quarter pounder, Denizen created three videos that engaged YouTube's closed captions capabilities that expressed what each YouTube celebrity was feeling when taking their first bite. Each customer was left speechless but had their own unique perspective both from the closed caption copy and the visual gags inserted into each ad. One of the first advertisements to engage the closed caption capabilities the campaign gained awareness both in the online press and with viewers.