A.I'm Lovin' It



The combination of two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun, makes Big Mac the best-selling sandwich of McDonald’s in Brazil, and the most iconic in the world. To show this preference in global scale, the brand asked the “opinion” of one of the most popular artificial intelligence tools today: ChatGPT1.

Guided by internet existing data, ChatGPT is an artificial intelligence that simulates a conversation between human beings, answering questions in detail by taking millions of online data into consideration. And when enquired about the most iconic sandwich in the world, the result was: Big Mac.

Big Mac is the only McDonald’s sandwich sold all across the globe, offering the same recipe since the year it was launched on the menu. It is an iconic sandwich that has won over consumers’ palate and keeps on delivering a tasty experience coupled with unique and memorable moments to our clients. No wonder it’s IA’s “favorite” sandwich too”, says Sérgio Eleutério, Marketing Director at McDonald’s Brasil.

Big Mac, just as all McDonald’s beef sandwiches, is prepared with all-beef patties, with no additives or preservatives, and seasoned with a slight touch of salt and pepper directly on the hotplates. The lettuce, onion and pickles contained in the products are delivered regularly in the restaurants, by certified suppliers, making sure the company’s standard quality is met.

The special sauce, on its turn, is so important that its ingredients are globally controlled, as only few suppliers are certified, ensuring the icon’s high quality and unmatched taste.

This professional campaign titled 'A.I'm Lovin' It' was published in Brazil in June, 2023. It was created for the brand: McDonald's, by ad agency: This Integrated medium campaign is related to the Food industry and contains 2 media assets. It was submitted 4 months ago.


Title: A.I'm Lovin' It
Client: Arcos Dourados Comércio de Alimentos SA.
Product: Institutional
CCO: Rafael Urenha
Creative Executive Director: Carlos Schleder and Phil Daijó
Creative Direction: Guzera and Rodrigo Porto
Creation: Victor Capato, Felipe Ribeiro, Phil Daijó, Rodrigo Porto, Guzera and ChatGPT
Account: Ana Coutinho, Mariana Magalhães, Paula Salvarani, Tais Boaventura and Larissa Gama
McDonald’s Approval: Sergio Eleutério and Lariane Duarte
Strategy: Pedro Cruz, Carol Mello, Rafael Martins, Amanda Agapito and Felipe Ribeiro
Media: Paulo Ilha, Kaline Lessio, Natalia Fernandes, Mirella Covaleski and Fernanda Rubião
Graphic Production: Marcos Moura and Natassia Santoro
Art Buyer: Bruna Costa
Integrated Production: Ducha Lopes, Priscilla Sanches, Fabio Truci, Fernanda Assato, Natália Menken, Ana Ananias and Renata Silva
PR: Patricia Capuchinho, Mariana Novaes and Fernanda Gil

Image producer: Frame
Art Director: Phil Daijó
Motion Designer: Zeca Riscala
Executive producer: Ducha Lopes
Production director: Fabio Truci

Sound producer: Lucha Libre Audio
Music producer: Paulinho Corcione
Production: Magno Rilly e Luiz Dourado
Account: Thais Urenha


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