[Hong Kong] Leo Burnett
was the big winner at McDonald's Corp.'s annual Creative Excellence Awards in Los Angeles late last month. Out of 600 entries submitted by all of the fast food giant's advertising partners worldwide, the Publicis Groupe network picked up nine of the evening's 11 awards, including the Best in Show prize for an outdoor ad in Taiwan. The corporate image execution, running since late May, shows Ronald McDonald scaling the wall of McDonald's headquarters in Taipei in the guise of a rock climber. The tagline "What I Eat, What I Do" is meant to promote a healthful lifestyle.