First launched in 1968, the Big Mac celebrates its 50 years anniversary in 2018. To celebrate this icons role in culture and the fact that the Big Mac has kept on being successful throughout the decades and across all target groups, we were briefed to create a Poster Campaign, that celebrates 50 years of Big Mac and communicates its iconic role in culture along all target groups. The posters ran between 12.02.-25.02. in a first big flighting and got a rehit between 23.04.-06.05. on 1850 placements nationwide in Switzerland.

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.