2013 Winners & Shortlists

Results and Effectiveness

Thousands liked and shared the posters on the digital art gallery. TV spots celebrating major milestones throughout the Big Mac's history, were made available to the public online. 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 also increased, with a total of 280,000 minutes spent watched in one month compared to 53,000 minutes spent watching our videos before the campaign. The content also drove brand love, evidenced by the number of subscribers jumping by 25%.

Creative Execution

We commissioned 45 artists to commemorate the Big Mac's heritage and celebrate the historic milestones it has seen through their designs and built the entire campaign around the art. 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.

Insights, Strategy and the Idea

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.