McDONALDS - CELEBRATE ANYTHING
Agency: Leo burnett Dubai
Client: McDonalds
Role: Concepting + Art Direction
The Big Mac is a well-known and beloved burger with millions of fans worldwide. However, in the GCC region, where people didn't grow up with it, they didn't understand why it was so iconic. They simply saw it as just another burger.
To reinvigorate the Big Mac's image and establish its iconic status in the GCC region, a movement called the #BigMacWalk was created. This movement encourages people to celebrate their everyday victories with the Big Mac, symbolizing simplicity and meaning.
To reinvigorate the Big Mac's image and establish its iconic status in the GCC region, a movement called the #BigMacWalk was created. This movement encourages people to celebrate their everyday victories with the Big Mac, symbolizing simplicity and meaning.
The combined spots had a reach of 17.7 million, with 8.5 million combined views on Facebook and youtube, with almost 100,000 comments and 12,000 shares. People recreated the entire film in their video submissions, and a popular group in Egypt (Asa7be Sarcasm Society) spoofed the film in the tense buildup towards a local top-tier football fixture. The campaign made its way into the daily lives of the youth we were looking to connect with.
The campaign also caused a bit of a controversy:
https://www.thesun.co.uk/archives/football/123636/neymar-posters-advertising-mcdonalds-removed-from-city-of-mecca-for-violating-religious-sanctity/