ADVERTISING

10 Advertising McDonald's

The Undefinable Big Mac

Agency: Leo Burnett

Description

BRIEF
After 50 years, thanks to improvements in its preparation, the Big Mac got even better.
But how can we explain in words a change so difficult to be seen? It's impossible. You'll only get it if you try it.

IDEA
To push the burger trial, we launched an incomprehensible campaign that could be understood only by tasting the Big Mac.

EXECUTION
Together with Ghali, a famous italian rapper, we created an incomprehensible campaign, whose focus was an icomprehensible song. The only way to get it was to taste the burger. Every Big Mac order came with a QR code: by scanning it people could finally listen to the comprehensible version of the song. After 10 days from the launch, everybody could understand the song and, of course the campaign: on TV, OOH, into restaurants, website and social media.

RESULTS:
72% CONVERSION RATE
+12% UPT SALES
10.4 MILLION STREAMS ON SPOTIFY
28.9 MILLION VIEWS ON TIK TOK
+27% WEBSITE VISITS

This professional campaign titled 'The Undefinable Big Mac' was published in Italy in September, 2021. It was created for the brands: 10 Advertising and McDonald's, by ad agency: Leo Burnett. This Content, Digital, and Experiential media campaign is related to the Food industry and contains 2 media assets. It was submitted 6 months ago by Creative Director: Luca Ghilino of Leo Burnett.

Credits

Advertising Agency: Leo Burnett Milan
Production Company: MovieMagic
Creative Director Milan&Rome: Luca Ghilino, Giuseppe Pavone
Copywriter: Francesca Amadasi
Art Director: Sonia Montella
Creative Team: Fabio Lettieri, Lorenzo Della Giovanna, Matteo Laconca, Vanessa Miccoli
Digital Creative Supervisor: Michele Cireddu
Creative Director – Head of Design: Neta Ben-Tovim
Senior Art Director: Silvana Ferraris
Director Live Action: Federico Mazzarisi
Director Food: EyeCandy

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