2013 Winners & Shortlists

Brief Explanation

The Big Mac has been there for some of the greatest events and inventions in the last 4 decades. It was perfected in 1967 and 46 years later, it remains unchanged. As the people's restaurant, we thought the best way to celebrate this achievement was to turn to the people and let them express their love for The Big Mac. We commissioned 45 artists to commemorate the Big Mac's heritage and celebrate the historic milestones it has seen through their designs. We then packaged the posters in a keepsake postcard format for the media kit sent to influencers.

The Brief

The only thing that comes close to the size and recognition of the McDonald's brand is McDonald's most recognizable hamburger, The Big Mac. And the truth was that it had been a while since we had talked about the beloved burger. The brief to us wasn't just to shout out loud about the iconic double patty burger, but to truly celebrate its long-standing history and iconic stature with the people who love it most.

How the final design was conceived

The Big Mac has been there for some of the greatest events and inventions in last 4 decades. It was perfected in 1967 and 46 years later, it remains unchanged. We commissioned 45 artists to commemorate the Big Mac's heritage and celebrate the historic milestones it has seen through their designs. We then packaged the posters in a keepsake postcard format for the media kit.

Indication of how successful the outcome was in the market

600 media kits were distributed to key influencers in the GCC, giving them everything they needed or wanted to know about the artists and project while also providing them with an instant snapshot of what the campaign was all about. The art project at the heart of the campaign was shared with these influencers in a perfectly packaged set of postcards depicting the different artworks.