Hours before McDonald’s and Tribal DDB took the stage Wednesday night to accept their Lions, Joel Yashinsky and Andrew McCartney conducted a Master Class for delegates of the 60th International Cannes Lions Festival of Creativity. The CMO of the quick service restaurant, and managing director of the Toronto agency spoke to a packed room full of young and ambitious creatives and marketers in the festival’s Young Lions Zone about the “Our Food. Your Questions” program. During the one-hour session, they delved into how the brand harnessed transparency and technology to listen and engage with consumers.

Afterwards, strategy chatted with Yashinsky and McCartney about the session and their hopes for the week, as well as with Nellie Kim, Canadian jury for the Cyber category and CD at John St., to get her thoughts on why the campaign did so well and how she thinks it will fare going forward.

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