2016 Winners & Shortlists

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. We made the Big Mac an icon again.

The campaign is ongoing so its effect on sales as well as consumer perceptions towards the Big Mac are 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 Big Mac........ it's an icon that's 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 didn't 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 the #BigMacWalk, a movement that encourages people to celebrate their simple but iconic everyday victories with an everyday icon - the Big Mac.