2016 Winners & Shortlists

The Brief

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 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.

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

We told a memorable story about an iconic footballer and his surprising little victory – lighthearted fun shareable content that made the Big Mac cool again.