2013 Winners & Shortlists

BIG MAC - MEDIA KIT

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

The Brief

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. We commissioned 45 artists to each create a unique artwork around the Big Mac and those events, one for each year from 1967 until 2011. These artworks were later featured in a public art exhibit. Further buzz was created around the art by directly targeting key influencers.

Creative Execution

We wanted to reach key influencers directly and give them a chance to see the larger scope of the project in a quick glance. The media kit postcards provided them with just that - miniaturized replicas of the 45 original art pieces packaged tastefully along with everything they would need or like to know about the artists and the project.

Describe the creative solution to the brief/objective.

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.

Results

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.

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