FILM
Agency: Leo burnett Dubai
Client: McDonalds
Role: Art Direction, Concept
The Big Mac is iconic in many parts of the world, but in the GCC region it didn’t carry the same meaning. For many, it was just another burger.
We reframed it as a symbol of everyday wins.
The #BigMacWalk encouraged people to celebrate small, personal victories, giving the Big Mac a new kind of cultural relevance.
We reframed it as a symbol of everyday wins.
The #BigMacWalk encouraged people to celebrate small, personal victories, giving the Big Mac a new kind of cultural relevance.
The campaign reached 17.7 million people, with 8.5 million views and strong engagement across platforms.
It generated nearly 100,000 comments and 12,000 shares.
People began recreating the film, and even popular groups in Egypt spoofed it around major football matches.
It became part of everyday conversations among the audience we set out to reach.
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/