THE UNCHANGERS

ClientMCDONALD'S
Category A06. Retail
TitleTHE UNCHANGERS
Product/ServiceBIG MAC BURGERS
Entrant TBWA\BELGIUM Brussels, BELGIUM
Idea Creation TBWA\BELGIUM Brussels, BELGIUM
Production TBWA\BELGIUM Brussels, BELGIUM
Credits
Name Company Position
Jeroen Bostoen TBWA Creative Director
David Maertens TBWA Art Director
Thomas Driesen TBWA Copywriter
Melissa Janssens TBWA Social Creative
Federico Colella TBWA Social Creative
Vincent De Boeck TBWA Designer
Soraya Hellara TBWA Account Manager
Virginie Hayet TBWA Account Director
Geert Potargent TBWA Client Services Director
Audrey Dahmen TBWA Junior Digital Planner
Rindert Dalstra TBWA Strategic Planner
Aurelie Russanowski TBWA Strategic Planner
Jeroen Govaert TBWA Flow & Mechanics Specialist
Ruben Temmerman TBWA Front-End Developer
Diederik Van Remoortere TBWA Rich Media Developer
Stijn Mertens TBWA Project Manager
Annick Cohen TBWA Designer
Toon Vandenbranden TBWA Producer
Mieke Vandewalle TBWA Head of AV Production
Joop Haesen Cartel Producer
Jeroen Mol Make Director
David Doom Make DOP
Xavier Pouleur TBWA Motion Graphics
Jan Pollet TBWA Sound Engineer
Joost Van Kerckhove TBWA Colour Grader

Write a short summary of what happens in the film

We live in times where everything changes at the speed of light and everyone tries to keep up with every fad. Choosing not to change is quite a statement. And that’s what the Unchangers do. They just like it how it is. They always say no to new. The Big Mac, with its 50-year-old recipe, is definitely one of them. In this 60-second commercial, we follow the Unchangers, who are truly themselves and stay true to themselves.

Cultural/Context information for the jury

In 2018 the legendary Big Mac turned 50 years old. In the past half-century, the Big Mac has become one of the most legendary products in the world. McDonald’s wanted to celebrate this icon with an iconic campaign with an unseen iconic insight. We created an all-round 360 degrees campaign which was kicked off by this 60-seconds commercial.