Creativity

Vibrant posters show how the Big Mac remains beautifully the same after 50 years

Campaign via TBWA juxtaposes the signature burger against decades of evolution

By Alexandra Jardine. Published on May 10, 2018

Editor's Pick

McDonald's is celebrating 50 years of the Big Mac with an outdoor and digital campaign that underlines how nothing has changed about its signature burger in 50 years.

In a project led by TBWA/Chiat/Day New York and TBWA/Zurich for McDonald's Switzerland, a series of designs based on the iconic shape of the burger juxtapose the cultural differences between 1968 and 2018. For example, radio is now podcast, the jukebox is now Spotify and cash is now bitcoin. The point being that Big Mac is still the same, even half a century later.

The agencies solicited designs from 10 other TBWA offices around the globe, including L.A., Mexico, Brussels, Shanghai, Russia, Malaysia, Tokyo, Istanbul, Belgium, and Grid Worldwide, and also collaborated with graphic artist Alex Trochut, who created 10 of the posters.

OOH work and flyposters are now live in Switzerland, and the campaign will launch in other markets in coming months, including digital executions.

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Credits

Date
May 10, 2018
Agency:
TBWA Chiat Day/TBWA Zurich
Client:
McDonald's
Global Chief Creative Officer:
Chris Garbutt
New York Head of Design:
Chris Rowson
Chief Creative Officer:
Chris Beresford-Hill
Creative Director:
Bruce Roberts
Creative Director:
Manuel Wenzel
Illustrator:
Alex Trochut
Design Collaboration & Production:
TBWA Collective

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