MCDONALD’S INNOVATING EXPERIENTIAL THE CHALLENGE McDonald’s was losing relevance and share of mind among the Black consumer, particularly among Black Millennials and GenZ cohorts. WI knew traditional marketing was not enough to move the needle and that we needed to innovate how and where we showed up. BARRIER There are other go-to fast food brands that deliver a better experience. McDonald’s just doesn’t get me. SOLUTION Be Where They Are. Make McDonalds’ commitment to the Black community SEEN, HEARD, and FELT in a BOLD new way. ADDITIONAL WORK Nike – Epic React Launch McDonald’s – Let Family Fun Reign Lexus – Lullaby DevaCurl – CurlWins Bristol-Myers Squibb Tequila Avión – Brand Launch The Water Project – Humanizing a Global Crisis Spalding – True Believers Lexus – Black Panther Home About History News Careers LOCATIONS LOS ANGELES T. 323.677.5300 3630 Eastham Drive Culver City, CA 90232 CHICAGO T. 312.440.8170 330N Wabash Ave Chicago, IL 60611 NEW YORK T. 646.213.7300 43 West 24th Street New York, NY 10010 DALLAS T. 469.283.9751 1601 Elm 33rd Floor Dallas, TX 75201 LET'S CONNECT BUSINESS INQUIRIES Sales@waltonisaacson.com EMAIL US Hello@waltonisaacson.com AFFILIATIONS NGLCC SCMBDC 4A's ThinkLA ANA AIMM COLORCOMM Move up

LEXUS AT THE NEXUS OF CULTURE THE CHALLENGE The Lexus LS 500 is a luxury vehicle that’s a masterful blend of technology, performance and innovation. We needed an innovative and disruptive way to relaunch the LS 500 that penetrated culture. BARRIER Lexus could not shake being boring in the minds of younger audiences with brand health metrics still lagging around brand desire. SOLUTION Leveraging Lexus’ exclusive relationship with the new Marvel Studios powerhouse, Black Panther, this initiative uses Black Panther’s life as a superhero, and as royalty, to show the two sides of the LS 500 and say something clear about Lexus: there’s a new king in town. RESULTS The LS became the most searched vehicle on Kelley Blue Book, with a 2500% lift, along with a 1080% lift on Edmunds.com. Lexus YouTube engagement increased by 179%, with 26 million engagements — and the campaign generated 56 million social media shares and 3 billion earned media impressions. ADDITIONAL WORK Nike – Epic React Launch McDonald’s – Let Family Fun Reign Lexus – Lullaby DevaCurl – CurlWins Bristol-Myers Squibb Tequila Avión – Brand Launch McDonald’s – Pool Groove The Water Project – Humanizing a Global Crisis Spalding – True Believers Home About History News Careers LOCATIONS LOS ANGELES T. 323.677.5300 3630 Eastham Drive Culver City, CA 90232 CHICAGO T. 312.440.8170 330N Wabash Ave Chicago, IL 60611 NEW YORK T. 646.213.7300 43 West 24th Street New York, NY 10010 DALLAS T. 469.283.9751 1601 Elm 33rd Floor Dallas, TX 75201 LET'S CONNECT BUSINESS INQUIRIES Sales@waltonisaacson.com EMAIL US Hello@waltonisaacson.com AFFILIATIONS NGLCC SCMBDC 4A's ThinkLA ANA AIMM COLORCOMM Move up