The creative idea is to show that while everything else has changed, the iconic Big Mac has stayed unchanged during the last 50 years since it was launched. Just by replacing the iconic two beef-patties with things that have changed. One element from 1968 and it’s modern day equivalent from 2018. And this in all categories like cars, music, culture, communication, technology, society etc. And since the fans of the Big Mac are a very heterogenic target group and the Big Mac is turning 50 we covered exactly 50 different territories where the Big Mac survived unchanged.

We let 50 illustrators and designers from around the world re-interpret the iconic build up of the Big Mac on 50 different Posters and with 50 different themes. All showing which of the most popular and most common things changed a lot between 1968 and 2018. Therefore we replaced the two beef-patties with one icon of 1968 and one icon of 2018 using typography and design relevant to that theme or era. All within the given framework of the unchanged build up of the iconic Big Mac that has stayed the same for the last 50 years.

The executions vary and use model building, screen printing, photocopying, many different styles of typography, 3D-Design, Vector-Design and even programming to make each ad a unique piece of art.

Since our visuals were so well received by the public, we also printed several visuals on 5555 T-Shirts and raffled them via the McDonald’s app. Those shirts were “sold out” within 70 seconds, which showed us the cultural impact throughout several target groups. People identified a lot with our approach and the insight of cultural change and the unchanged role of the Big Mac within. Although this was not supposed to be a sales campaign there was an uplift of 5% in sales within the campaign time. And that with a Media Value of 211.392 CHF.