The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Events / In-Person
Annual ID
OS24_EX044M
About the Work
Milan Design Week is one of Italy's biggest events. The city of Milan is filled with exhibitions and visitors come from all corners of the world (over 500.000 this year). All restaurants are overcrowded, and finding a place to eat becomes an almost impossible mission. Even at McDonald's. The solution? It’s in design itself. TableToGo by McDonald's is a limited edition packaging capable of transforming Milan into the biggest open-air restaurant ever, multiplying the number of tables to enjoy a meal during the Design Week. TableToGo is designed to hold up to two menus and 100% recycled and recyclable. An idea that transforms bollards around the city into a table, unfolding over them. Each bollard has a QR code that leads to McD’s App, allowing people to make their order and enjoy it right there.
Results:
• Sold out during Design Week
• 100% positive sentiment
• +18% orders in app
• 2.5 million organic views in 12h
Results:
• Sold out during Design Week
• 100% positive sentiment
• +18% orders in app
• 2.5 million organic views in 12h
2024 Awards
Total Points: 3
Merit
Credits
Agency
Leo Burnett Milan Italy / Milan
Media Agency
OMD / Milan
Fuse / Milan
Production Company
The Family / Milan
Chief Marketing Officer
Raffaele Daloiso
Chief Strategy Officer
Ilaria Fruscio
Creative Director
Caterina Calabrò
Neta Ben Tovim
Nicoletta Zanterino
Executive Creative Director
Giuseppe Pavone
Luca Ghilino
Producer
Lorenzo Quaglia
Sofia Fontana
Social Media Manager
Alessandro Piras
Federica Doria
Executive Producer / Director
Stefano Quaglia
Global Executive Creative Director
Adriano Matos
Senior Art Director & Designer
Stefano Pertegato
Creative Team
Alice Maiorino
Andrea Sghedoni
Andrea Muccioli
Federica Rebuzzini
Francesca Amadasi
Giovanni Duò
Ilaria Biani
Simone Romani
Account Director
Chiara Collura
Account Manager
Clizia Monguzzi
Associate Director
Tamara Taylor
Brand & Core Communications Consultant
Paola Di Sciascio
Communications manager
Elisa Bertuzzi
Creative Planning Manager
Margherita Morini
Digital Creative Supervisor
Michele Cireddu
Digital Director
Chloé Ripoche
Digital Project Manager
Francesco Daleno
Global Clients & International Business Director
Michela Marni
Group Account Director
Marika Mazzoni
Head of Client Service
Davide Mondo
Head of Fuse
Ludovica Federighi
Influencer Marketing Specialist Fuse
Nicoletta Longo
Junior Account
Anna Angona
Junior Project Manager
Clara Bocciarelli
Federica Ferruccio
Marketing manager
Renato Cossidente
Post Producer
Simone Barbella
Press Office PR Italy
Alessandra Potenza
Elisa Rossi
Retail Development Coordinator
Elena Romagnoli
Senior Account Supervisor
Adam Skaf
Strategic Planning Director
Ornella Vittorioso
Strategic Project Manager
Antonio Di Donato
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