2013 Winners & Shortlists

BIG MAC - BIG EVERY YEAR

BrandMcDONALD'S
Product/ServiceMcDONALD'S
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency LEO BURNETT DUBAI, UNITED ARAB EMIRATES

The Campaign

The Big Mac has been witness to every major event from 1967 until present day and through it all has managed to remain 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. So we commissioned 45 artists to each create a unique artwork around the Big Mac and those events, one for each year the Big Mac has remained unchanged from 1967 until 2011. The entire campaign revolved around the unique artworks created very much by the people. And for 2012, we let our fans create their own. The winning piece was displayed alongside the other artworks in an art gallery exhibit open to the public as well as the digital gallery people could access and share through. Further buzz was created around the art by targeting key influencers.

Success of the Campaign

Thousands liked, shared, liked the posters made available on the digital art gallery. The TV spots celebrating the major milestones the Big Mac was witness to were made available to the public online, where they really took off. In fact, in just one month we more than doubled the total number of video hits on our channel from 500,000 to over 1,190,000. The time spent on watching the spots was also staggering, with a total of 280,000 minutes spent watched in just one month as compared to 53,000 lifetime minutes spent watching our videos before the campaign ran. The content also drove brand love, evidenced by our number of subscribers jumping by 25% in the same period.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The posters were first seen, liked and shared on Facebook, where a contest for the 2012 Big Mac Poster was also launched. The posters were then packaged in postcard format for the media kit and then seen instore. From the day the campaign began, a new animation would be aired every other day on TV and online. The campaign culminated in an art exhibit to showcase all the posters including the winning entry.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Peter Bidenko Leo Burnett Regional Executive Creative Director
Marwan Chahine Leo Burnett Creative Director
Tariq Ayass Leo Burnett Senior Art Director
Farah Nehme Leo Burnett Art Director
Lana Chukri Leo Burnett Art Director
Bassem Ichtay Leo Burnett Graphic Designer
Maha Khawaja Leo Burnett Copywriter
Rania Badawi Leo Burnett Arabic Copywriter
Mohammad Halabi Leo Burnett Regional Head Of Arabic
Sarah Abdullah Leo Burnett Head Of Tv Production
Rasha Alazem Leo Burnett Account Director
Dana Abdulal Leo Burnett Account Supervisor
Joanna Chami Leo Burnett Account Executive
Ali Marashi Leo Burnett Planner
Nicolas Chidiac Leo Burnett Head of Strategy