Case Film

Presentation Image

Title	50 YEARS BIG MAC
Brand	MCDONALD'S SUISSE RESTAURANTS SÀRL
Product/Service	BIG MAC
Category	B01. Posters
Entrant	McDONALD'S Crissier, SWITZERLAND
Idea Creation	TBWA\ZURICH, SWITZERLAND
Idea Creation 2	TBWA\CHIAT\DAY New York, USA
Media Placement	OMD Zürich, SWITZERLAND

Name	Company	Position
Bruce Roberts	TBWA\Zurich	Creative Director
Manuel Wenzel	TBWA\Zurich	Creative Director
Chris Garbutt	TBWA\	Global Chief Creative Officer
Brian Swords	TBWA\	Global Brand Leader
Chris Rowson	TBWA\	Group Creative Director & Head of Design
Chris Beresford Hill	TBWA\	CCO
Frédéric Nogier	TBWA\Zurich	Senior Art Director
Davy Renaud	TBWA\Zurich	Junior Art Director
Gaston Filippo	TBWA\Zurich	Junior Art Director
Michel Kissling	TBWA\Zurich	Junior Art Director
Felix Freese	TBWA\Zurich	Senior Copywriter
Tizian Walti	TBWA\Zurich	Senior Copywriter
David Voges	TBWA\Zurich	Copywriter
Angelo Sciullo	TBWA\Zurich	Art Director
Danijel Sljivo	TBWA\Zurich	Group Account Director
Khara Wagner	TBWA\	Group Account Director
Chris Rowson	TBWA\	Illustrator
Bruce Roberts	TBWA\Zurich	Illustrator
Alex Trochut	Alex Trochut	Illustrator
Gigi Lee	TBWA\	Illustrator
Mark Sloan	TBWA\	Illustrator
Hendrik Everaerts	TBWA\	Illustrator
Eric Groza	TBWA\	Illustrator
Vivian Lee	TBWA\	Illustrator
Seokmin Hong	TBWA\	Illustrator
John Smith	TBWA\	Illustrator
Estelle Vanduynslager	TBWA\	Illustrator
Fresh Helga	TBWA\	Illustrator
Vivian Lee	TBWA\	3D-Artist/Motion Designer
Seokmin Hong	TBWA\	3D-Artist/Motion Designer
Pavel Sizov	TBWA\	Illustrator
Jan-Hendrik Labuschange	TBWA\	Illustrator
Greg Trombetta	TBWA\	Illustrator
Joao Pereira	TBWA\	Illustrator
Kerem Şeşen	TBWA\	Illustrator
Selin Pervan	TBWA\	Illustrator
Ezgi Tanyeri	TBWA\	Illustrator
Chang Chun Boon	TBWA\	Illustrator
Wade Moonsamy	TBWA\	Illustrator
Anlyne Chen	TBWA\	Illustrator
Vic Huang	TBWA\	Illustrator
Emily Chia	TBWA\	Illustrator
Cheong Pui Yee	TBWA\	Illustrator
Yi Sheng	TBWA\	Illustrator
Sebastien Bontemps	TBWA\	Illustrator
Alexey Utochkin	TBWA\	Illustrator
Ilya Kleynosov	TBWA\	Illustrator
Olivia Ariferiani	TBWA\	Illustrator
Connie Chen	TBWA\	Illustrator
Suki Chuah	TBWA\	Illustrator
Oleg Grishin	TBWA\	Illustrator
Billie Heitzman	TBWA\	Illustrator
Alexander Holm	TBWA\	Illustrator
Eric Kopicki	TBWA\	Illustrator
Christophe Liekens	TBWA\	Illustrator
Hansel Lok	TBWA\	Illustrator
Maxim Maxutov	TBWA\	Illustrator
Aaron Nandor	TBWA\	Illustrator
SJ Naude	TBWA\	Illustrator
Gavin Patterson	TBWA\	Illustrator
Egor Reznikov	TBWA\	Illustrator
Mike Schneberg	TBWA\	Illustrator
Khaled Shanti	TBWA\	Illustrator
Nicholas Siew	TBWA\	Illustrator
Dr. Bharathi Supramaniam	TBWA\	Illustrator
Ksenia Telegina	TBWA\	Illustrator
James Thompson	TBWA\	Illustrator
Joanna Mak Song Ting	TBWA\	Illustrator
Olivier Verbeke	TBWA\	Illustrator
Betty Qui Zhi Ying	TBWA\	Illustrator
Nikki Yong	TBWA\	Illustrator
Handmade by B	TBWA\	Illustrator
Wizard Photography	TBWA\	Illustrator
Marjorie Vardo	TBWA\	Illustrator
Caroline Büchner	TBWA\ Switzerland AG	Account Director
Toni Rubera	TBWA\ Switzerland AG	Retoucher

Background

First launched in 1968, the Big Mac celebrates its 50 years anniversary in 2018. To celebrate this icons role in culture and the fact that the Big Mac has kept on being successful throughout the decades and across all target groups, we were briefed to create a Poster Campaign, that celebrates 50 years of Big Mac and communicates its iconic role in culture along all target groups. The posters ran between 12.02.-25.02. in a first big flighting and got a rehit between 23.04.-06.05. on 1850 placements nationwide in Switzerland.

Describe the creative idea

The creative idea is to show that while everything else has changed, the iconic Big Mac has stayed unchanged during the last 50 years since it was launched. Just by replacing the iconic two beef-patties with things that have changed. One element from 1968 and it’s modern day equivalent from 2018. And this in all categories like cars, music, culture, communication, technology, society etc. And since the fans of the Big Mac are a very heterogenic target group and the Big Mac is turning 50 we covered exactly 50 different territories where the Big Mac survived unchanged.

Describe the execution

We let 50 illustrators and designers from around the world re-interpret the iconic build up of the Big Mac on 50 different Posters and with 50 different themes. All showing which of the most popular and most common things changed a lot between 1968 and 2018. Therefore we replaced the two beef-patties with one icon of 1968 and one icon of 2018 using typography and design relevant to that theme or era. All within the given framework of the unchanged build up of the iconic Big Mac that has stayed the same for the last 50 years. The executions vary and use model building, screen printing, photocopying, many different styles of typography, 3D-Design, Vector-Design and even programming to make each ad a unique piece of art.

List the results

Since our visuals were so well received by the public, we also printed several visuals on 5555 T-Shirts and raffled them via the McDonald’s app. Those shirts were “sold out” within 70 seconds, which showed us the cultural impact throughout several target groups. People identified a lot with our approach and the insight of cultural change and the unchanged role of the Big Mac within. Although this was not supposed to be a sales campaign there was an uplift of 5% in sales within the campaign time. And that with a Media Value of 211.392 CHF.