Title | THE BIG MAC 50 QUEST |
Brand | MCDONALD'S ITALIA |
Product/Service | RESTAURANTS |
Category |
E01. Standard Sites |
Entrant
|
LEO BURNETT ITALY Milan, ITALY
|
Idea Creation
|
LEO BURNETT ITALY Milan, ITALY
|
Media Placement
|
OMD Milan, ITALY
|
Production
|
MOVIE MAGIC INTERNATIONAL Milan, ITALY
|
Credits
Selmi Bali Barissever |
Leo Burnett |
Executive Creative Director |
Lorenzo Crespi |
Leo Burnett |
Executive Creative Director |
Alessandro Antonini |
Leo Burnett |
Executive Creative Director |
Mattia Montanari |
Leo Burnett |
Head of Art&Innovation |
Vanessa Miccoli |
Leo Burnett |
Senior Copywriter |
Claudia Greco |
Leo Burnett |
Assistant Art Director |
Alessandra Tondi |
Leo Burnett |
Assistant Copywriter |
Neta Ben Tovim |
Leo Burnett |
Creative Director - Head of Design |
Silvana Ferraris |
Leo Burnett |
Designer |
Acsinia Messina |
Leo Burnett |
Brand Leader |
Marika Mazzoni |
Leo Burnett |
Account Director |
Elisabetta Iulita |
Leo Burnett |
Account Executive |
Francesco Daleno |
Leo Burnett |
Project Manager |
Alberto Della Torre |
Leo Burnett |
Junior Project Manager |
Laura Rosari |
Leo Burnett |
Account Director |
Paolo Rolla |
Leo Burnett |
Account Executive |
Federica Doria |
Leo Burnett |
Community Manager |
Cristian Di Pietrantonio |
Leo Burnett |
Community Manager |
Mattia Orso Mangano |
Leo Burnett |
Planning Director |
Maria Luisa Crisponi |
Leo Burnett |
Agency TV producer |
Chicco Mazzini |
Movie Magic |
Production House Producer |
Ago Panini |
- |
Director |
Paolo Caimi |
- |
DoP |
Ferdinando Arnò |
- |
Music |
Claudio Furlan |
UsUp |
Event Production House |
Pietro Meschini |
Adattivo |
Technical Agency |
Michela Marni |
OMD |
Media Agency responsible |
Write a short summary of what happens in the ambient or digital execution or campaign.
We divided the Big Mac into 50 parts, made them huge and spectacular, and spread them all over Italy. Every part was an invitation to complete the Big Mac and have it for just 50 cents. The campaign was launched by a TVC and the Big Mac parts were spread from the North to the South, also using guerrilla and pop-up events.
People simply needed to download the McDonald’s app, follow the hints, find the parts and share the photos on Instagram @mcdonaldsitalia to complete the Big Mac and have it for just 50 cents.
Once the Big Mac was re-united, McDonald’s announced a Big Mac Party that Italians joined to celebrate with their favourite burger.
Cultural/Context information for the jury
Italy is a very diverse country. The Northern area is very different from the Southern one. There are different architectural styles, different traditions, habits and different dialects. Just a few things bring Italians together. Big Mac is one of them. So, for its anniversary, we asked Italians to get together to reunite the most famous McDonald’s burger.