2016 Winners & Shortlists

BIG MAC WALK

BrandMCDONALD'S
Product/ServiceQUICK SERVICE RESTAURANT
EntrantLEO BURNETT DUBAI, UNITED ARAB EMIRATES
CategoryUse or Integration of User-Generated Content
Entrant Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Contributing Company LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Agency OMD Dubai, UNITED ARAB EMIRATES
Production Company BIG KAHUNA FILMS Dubai, UNITED ARAB EMIRATES

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.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Dubai Chief Creative Officer
Andre Nassar Leo Burnett Dubai Executive Creative Director
Michael Habre/Saadi AlKouatli Leo Burnett Dubai Creative Directors
Tariq Ayass/Makarand Patil Leo Burnett Dubai Creative Team
Jad Mouhawej/Rasha Alazem Leo Burnett Dubai Account Management
Leo Burnett Planning Department Leo Burnett Dubai Planner
Shereen Mostafa Leo Burnett Dubai Head of TV Production
Nathalie El Boustany/Nadya Tershina Leo Burnett Dubai Producer
Omar Hilal Leo Burnett Dubai Director
Joaquim Miquel Leo Burnett Dubai DOP
Ahmed Hafez Leo Burnett Dubai Editor
Eddy Rizk Big Kahuna Executive Producer
Chady El Khal Big Kahuna Producer
Serena Dubai Serena Dubai Post-Production
Trehmer Moscow/Zombie Studio Trehmer Moscow/Zombie Studio 3D Animation
The Garage/Hosni Ali The Garage/Hosni Ali Sound Design
Good Times Roll by GRiZ x Big Gigantic Good Times Roll by GRiZ x Big Gigantic Music
Leo Burnett Chicago/Chris Clark/Nick Keenan Leo Burnett Chicago Music Department
Hady El Haj Celebrity Management Celebrity Management