Rebranding McCann: Truth, Told Again
Two creative directions for updating McCann's iconic slogan 'Truth Well Told' — exploring concept, visual identity, strategy rollout, and experiential ideas.
McCann's iconic slogan "Truth Well Told" has been the foundation of the agency's identity for decades. This project explores two distinct creative directions for modernizing this legacy positioning while maintaining alignment with the agency's core values and heritage.
Both routes build on the same foundation—truth in advertising—but take different tonal approaches to connect with contemporary audiences. The first route, "Truth, Unfiltered," embraces a soft, emotional, and human-centered approach. The second route, "Truth, No Bullsh*t," adopts a bold, direct, and unapologetic stance.
TRUTH, UNFILTERED
This direction embraces authenticity in a warm, emotional way. It positions McCann as champions of honest communication that cuts through the noise and connects on a human level. In an era of filters and curated realities, "Truth, Unfiltered" celebrates the beauty of genuine human experiences and stories.
Brand positioning statement
The core of the rebranding concept
"In a filtered world, unfiltered truth stands out."
Campaign ideas & activations
Experiment with Kids
Children aged 5-10 are asked to draw what "truth" means to them. These unfiltered, honest interpretations become the foundation for a series of outdoor campaigns, art installations, and motion design pieces.
Billboards featuring children's drawings with minimal copy
The Truth Booth
A traveling installation where people can step inside and share their unfiltered truths. These honest confessions and stories are captured on video and transformed into content for social media, film, and public screens.
Booths placed in high-traffic urban locations
Unfiltered Exhibition
A curated art event featuring imperfect, raw work that celebrates authenticity. The exhibition brings together established artists, emerging creators, and everyday people to explore the concept of truth through various mediums.
Physical exhibitions in major cities
Projected campaign impact
Brand Recall
+40%
Engagement
+70%
Earned Media
3.5x
Brand positioning statement
The core of the rebranding concept
"Cut the crap. Say what matters."
TRUTH, NO BULLSH*T
This direction takes a bold, direct approach to truth in advertising. It positions McCann as the agency that cuts through corporate jargon and empty promises to deliver messages that actually mean something. In an era of information overload, "Truth, No Bullsh*t" stands for clarity, purpose, and straight talk.
Campaign ideas & activations
Jargon Translator
An interactive installation and digital tool that translates corporate jargon and marketing speak into plain language. This campaign exposes the emptiness of buzzwords and celebrates the power of direct communication.
Truth Bombs
A guerrilla marketing campaign that places provocative "truth bombs" in unexpected places—from coffee sleeves to subway ads to digital interruptions. Each truth bomb challenges conventional thinking and sparks conversation.
Honest Ad Awards
An industry event and content series that celebrates advertising that tells the truth—no exaggerations, no misleading claims, just honest communication. The awards create a platform for discussing the value of truthfulness in marketing.
Two Routes, One Truth
These two creative directions demonstrate how McCann's foundational value of truth can be expressed in ways that resonate with different audience segments and communication objectives. While tonally distinct, both routes maintain alignment with the agency's heritage while pushing the brand forward.