{"id":85209,"date":"2024-07-03T02:18:59","date_gmt":"2024-07-03T02:18:59","guid":{"rendered":"http:\/\/www.advertisingcapstonechallenge.com\/2024-front-page\/?page_id=85209"},"modified":"2025-06-22T09:18:46","modified_gmt":"2025-06-22T09:18:46","slug":"2024-2019-winners","status":"publish","type":"page","link":"http:\/\/www.advertisingcapstonechallenge.com\/2024-front-page\/2024-2019-winners\/","title":{"rendered":"2019 Winners"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;3&#8243; bottom_padding=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; mobile_visibility=&#8221;yes&#8221; uncode_shortcode_id=&#8221;134790&#8243;][vc_column column_width_use_pixel=&#8221;yes&#8221; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;186936&#8243; column_width_pixel=&#8221;750&#8243;][vc_row_inner limit_content=&#8221;&#8221;][vc_column_inner column_width_percent=&#8221;70&#8243; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;159341&#8243;][vc_custom_heading text_color=&#8221;color-206062&#8243; heading_semantic=&#8221;h3&#8243; text_font=&#8221;font-181735&#8243; text_size=&#8221;custom&#8221; text_weight=&#8221;700&#8243; text_height=&#8221;fontheight-179065&#8243; uncode_shortcode_id=&#8221;782943&#8243; text_color_type=&#8221;uncode-palette&#8221; heading_custom_size=&#8221;60&#8243;]<span class=\"font-181735\">2019 Brief: McDonald&#8217;s<\/span>[\/vc_custom_heading][vc_empty_space][\/vc_column_inner][\/vc_row_inner][vc_row_inner row_inner_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;0&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; limit_content=&#8221;&#8221; uncode_shortcode_id=&#8221;147256&#8243;][vc_column_inner column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;3&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;113598&#8243;][vc_single_image media=&#8221;83361&#8243; 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row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; desktop_visibility=&#8221;yes&#8221; uncode_shortcode_id=&#8221;104956&#8243;][vc_column column_width_use_pixel=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;173604&#8243;][vc_single_image media=&#8221;83903&#8243; media_width_percent=&#8221;100&#8243; media_ratio=&#8221;sixteen-nine&#8221; uncode_shortcode_id=&#8221;172185&#8243;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;6&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; desktop_visibility=&#8221;yes&#8221; uncode_shortcode_id=&#8221;126395&#8243;][vc_column column_width_use_pixel=&#8221;yes&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; override_padding=&#8221;yes&#8221; column_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;187628&#8243;][vc_custom_heading text_color=&#8221;color-206062&#8243; heading_semantic=&#8221;h3&#8243; text_font=&#8221;font-181735&#8243; text_size=&#8221;custom&#8221; text_weight=&#8221;700&#8243; 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media_ratio=&#8221;five-four&#8221; alignment=&#8221;center&#8221; uncode_shortcode_id=&#8221;205962&#8243;][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;973836&#8243;][vc_icon icon=&#8221;fa fa-cross&#8221; size=&#8221;fa-2x&#8221; uncode_shortcode_id=&#8221;171393&#8243;][\/vc_icon][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;-3&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;644216&#8243;][vc_single_image media=&#8221;83928&#8243; media_width_percent=&#8221;80&#8243; media_ratio=&#8221;five-four&#8221; alignment=&#8221;center&#8221; uncode_shortcode_id=&#8221;807067&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;6&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; el_class=&#8221;inverted-device-order&#8221; uncode_shortcode_id=&#8221;880822&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; radius=&#8221;sm&#8221; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;987180&#8243;][vc_custom_heading text_size=&#8221;h3&#8243; uncode_shortcode_id=&#8221;208985&#8243;]<span class=\"font-181735\">Partner: DDB, Sydney<\/span>[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;335253&#8243;]<span class=\"font-112418\">DDB and their client, McDonald\u2019s, presented the 2019 McCapstone Challenge to future-proof the brand and business. They asked teams to develop a strategy that would show young consumers how, at McDonald\u2019s, convenience and environmental sustainability go hand-in-hand.<\/span>[\/vc_column_text][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; radius=&#8221;sm&#8221; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;758900&#8243;][vc_custom_heading text_size=&#8221;h3&#8243; uncode_shortcode_id=&#8221;102050&#8243;]<span class=\"font-181735\"><b>Brief Objectives:<\/b><\/span>[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;178130&#8243;]<\/p>\n<ul>\n<li><span class=\"font-112418\">Cement McDonald\u2019s as a preferred fast-food destination by improving the brand\u2019s love and trust scores<\/span><\/li>\n<li><span class=\"font-112418\">Have Aussies choose McDonald\u2019s without hesitation because it\u2019s a feel good choice<\/span><\/li>\n<li><span class=\"font-112418\">Change the idea that convenience is a road-block to sustainability and eco-friendliness<\/span><\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;6&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; equal_height=&#8221;yes&#8221; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; el_class=&#8221;inverted-device-order&#8221; uncode_shortcode_id=&#8221;449801&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; radius=&#8221;sm&#8221; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;725326&#8243;][vc_custom_heading text_size=&#8221;h3&#8243; uncode_shortcode_id=&#8221;170868&#8243;]<span class=\"font-181735\"><b>Winning Pitch<\/b><\/span>[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;202697&#8243;]<span class=\"font-112418\">The winning pitch from The University of Queensland presented their big idea to \u2018Go Green and Gold\u2019, with the campaign tagline, \u201cSmall Changes. Big Difference. Still the Same Maccas\u201d. They created a celebration of Aussie pride by combining the uniquely Australian McDonald\u2019s experiences with a detailed plan for waste reduction and sustainability education.<\/span>[\/vc_column_text][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; radius=&#8221;sm&#8221; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;786179&#8243;][vc_custom_heading text_size=&#8221;h3&#8243; uncode_shortcode_id=&#8221;636788&#8243;]<span class=\"font-181735\"><b>Winning Team\u00a0<\/b><\/span>[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;201667&#8243;]<\/p>\n<table style=\"border-collapse: collapse; border: none;\">\n<tbody>\n<tr>\n<th style=\"text-align: left; font-family: Amiko; font-size: 16px; padding-left: 0px;\"><span class=\"font-112418\">Team Name<\/span><\/th>\n<td style=\"text-align: left; font-family: Quicksand; font-size: 16px; padding-left: 0px; font-weight: normal;\"><span class=\"font-112418\">Muler<\/span><\/td>\n<\/tr>\n<tr>\n<th style=\"text-align: left; font-family: Amiko; font-size: 16px; padding-left: 0px;\"><span class=\"font-112418\">Student Names<\/span><\/th>\n<td style=\"text-align: left; font-family: Quicksand; font-size: 16px; padding-left: 0px; font-weight: normal;\"><span class=\"font-112418\">Delaney Lang-Lemckert, Stephanie Mathers, Zoe Edwards, Jiruo Wang, and Lukas Russell<\/span><\/td>\n<\/tr>\n<tr>\n<th style=\"text-align: left; font-family: Amiko; font-size: 16px; padding-left: 0px;\"><span class=\"font-112418\">University<\/span><\/th>\n<td style=\"text-align: left; font-family: Quicksand; font-size: 16px; padding-left: 0px; font-weight: normal;\"><span class=\"font-112418\">The University of Queensland<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; 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