2016 Winners & Shortlists

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 simply didn’t grow up with the burger. We needed to establish the iconic status of the Big Mac to a generation who had absolutely no emotional connection to it or the long 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. We invited people to submit their Big Mac Walks online for a chance to meet Neymar Jr., or to visit our flagship stores where they could take a Big Mac Walk to enjoy a free Big Mac. Young people embraced the little victories in life that they hold so dearly… but now they enjoyed them with a Big Mac.

Unfortunately, the campaign is still not yet complete so the effect on sales and perceptions towards the Big Mac are difficult to measure at the moment. The numbers above are up to date as of Feb 11, 2016, but they continue to grow and give us the very strong impression that the film and campaign is being very well received, shared, spoofed, and commented on across the region and beyond.