Rebranding McCann: Truth, Told Again

A traveling exhibition that showcases the unedited, raw versions of famous advertising campaigns alongside their polished final versions. The installation invites visitors to explore the creative process and appreciate the authentic moments that often get edited out.

The exhibition features interactive elements where visitors can toggle between raw and final edits, vote on which version they prefer, and contribute their own unfiltered content to a growing digital archive.

A traveling, soundproof booth placed in city centers, schools, and brand activations, inviting people to enter and speak an unfiltered truth—about themselves, the world, or something they've never dared to say aloud. The installation is designed to feel safe and intimate, with low lighting and warm materials.

Each anonymous truth is recorded (only with consent) and transformed into short campaign assets—voice snippets, typography-based visuals, or street-style posters. The booth brings authenticity to the streets, humanizing the brand while creating emotional content that reflects real people's voices.

A collaborative workshop held in schools where children are asked to draw or write what "truth" means to them. The most striking outputs are curated and exhibited in a gallery space and in digital formats.

The result: a powerful, raw, and touching visual language that brings innocence and honesty into the brand's identity. A campaign that elevates real voices—no matter the age.

A set of before-and-after carousels on Instagram showing how raw, unfiltered moments evolve into polished ads. The captions focus on what's real, what's curated, and invite the audience to reflect.

The final frame of each carousel includes a call to action: "Your turn—show us your unfiltered moment." This creates a participatory element that extends the campaign through user-generated content.

An interactive website feature that turns marketing buzzwords into plain, honest language. Example: "360-degree integrated omnichannel strategy" becomes "We'll post it everywhere."

Used for internal workshops and public brand transparency, the tool reflects the campaign's core message: truth over fluff. Visitors can submit their own jargon for translation, creating an ever-growing database of marketing speak and their honest translations.

A fake awards ceremony that celebrates the most hilariously honest ads—both real and fictional. Categories include "Best Use of Brutal Truth" and "Most Relatable Fine Print."

Winners are featured in a limited print zine and on McCann's social channels. A tongue-in-cheek tribute to brands that dare to be transparent, the awards generate industry buzz while reinforcing McCann's commitment to truthful communication.

A guerrilla-style intervention in urban spaces where large stickers or projections with blunt, truthful statements ("No, you don't need another pair of jeans") appear overnight.

Each "truth bomb" is signed with the McCann mark. The campaign disrupts daily routines and starts conversations in unexpected places, bringing the brand's message into the real world in a way that feels authentic and provocative.

A provocative installation featuring real (anonymized) client feedback emails that demanded watering down of creative concepts or requested meaningless corporate jargon. Each email is paired with McCann's "No Bullsh*t" response that shows how direct communication leads to better results.

The installation travels to industry events and includes an interactive component where visitors can submit their own examples of corporate doublespeak for translation into plain language.