THE NOT BIG MACS

Silver eurobest Award

Demo Film

Presentation Image

ClientBURGER KING
Category E01. Standard Sites
TitleTHE NOT BIG MACS
Product/ServiceHAMBURGER
Entrant INGO Stockholm, SWEDEN
Idea Creation INGO Stockholm, SWEDEN
PR INGO Stockholm, SWEDEN
Production INGO Stockholm, SWEDEN
Additional Company VERIZON Stockholm, SWEDEN
Credits
Name Company Position
Björn Ståhl INGO Sthlm Executive Creative Director
Max Hultberg INGO Sthlm Art Director
Magnus Ivansson INGO Sthlm Copywriter
Mia Melani INGO Sthlm Account Manager
Erik Karlsson INGO Sthlm Account Manager
Simon Stefansson INGO Sthlm Head of Strategy
Stefan Kindgren INGO Sthlm Technical Director
Åsa Eklund INGO Sthlm Graphic Designer

Write a short summary of what happens in the digital or ambient execution or campaign.

New names of the meals were introduced on the Burger King standard Menu board in some restaurants. The Not Big Macs were born: "The Burger Big Mac wants to be" "The Like a Big Mac but actually big" "The Anything but a Big Mac" "The Like a Big Mac Mac but juicier and tastier" "The Big Mac-ish but flame grilled of course".

Cultural / Context information for the jury

17th of January 2019 it became widely known in the world press that McDonalds lost a case where they had sued a small Irish hamburger chain called Super Macs. They no longer had the exclusive rights to the trademark name Big Mac within the EU. All global big media reported about this. Only one week later Burger King in Sweden renamed their burgers on the meny board in restaurants - The Not Big Macs were introduced.

Explain how the work innovatively used the outdoor medium.

In Sweden McDonalds are twice the size of Burger King. Their SOV is three times as big. In order to get noticed Burger King need to do something extraordinary.When McDonalds lost the exclusive rights to their signature product Big Mac, the opportunity was to good to waste. Less than a week later the "Not Big Macs" were launched. For the first time Burger King were selling burgers using the names of their biggest competitor.