2016 Winners & Shortlists

Brief Explanation

The Big Mac....... its an icon thats known and loved by millions of people around the world. But here in the GCC - a region that simply didn't grow up with the burger - people just didnt see what it was that was so iconic about it. To them, it was just another burger. To refresh the image of the Big Mac and establish its iconic status, we created #BigMacWalk, a movement that encourages people to celebrate their simple but iconic everyday victories with an everyday icon - the Big Mac.

The Campaign

The Big Mac… it’s an icon that’s known and loved by millions around the world, but not here in the Middle East – a region that didn’t grow up with the burger. We needed to establish the iconic status of the Big Mac to a generation who had no emotional connection to it or the history and legacy that made it the icon that it is. So we decided to create an iconic attitude for the Big Mac, one that this young generation could relate to and participate in. We launched a simple and fun movement that invited people to celebrate their simple everyday victories with an iconic celebratory walk - we called it a Big Mac Walk. We teamed up with Neymar Jr. - one of the most iconic footballers today - to create his unique Big Mac Walk in celebration of his own iconic little victory, and the movement caught on.

Creative Execution

The Big Mac needed a dose of cool, something to make it relevant to a generation that had absolutely no emotional connections to it. We weren't just selling a burger, we were creating an attitude for it. the #BigMacWalk turned the act of ordering a Big Mac into a celebration, a fun and lighthearted movement that everyone could relate to and wanted to participate in. And to help fuel the idea, we collaborated with Neymar Jr, an iconic and universal celebrity that spoke directly to the interests and aspirations of our target market. We made the Big Mac an icon again.

The campaign is still ongoing so its effect on sales as well as consumer perceptions towards the Big Mac are very difficult to measure. However, as of February 11, 2016, the films have a combined reach of 17.7 million, with 8.5 million combined views on facebook and youtube, with almost 100,000 comments and 12,000 shares, and they continue to grow. The success of the campaign on social media points towards a very positive reception by consumers. People went so far as to recreate the entire film in their video submissions, and a popular group in Egypt (Asa7be Sarcasm Society) even spoofed the film in the tense buildup towards a local top-tier football fixture. The campaign made its way into the daily lives of the youth we were looking to connect with.