When you sign up to a brand’s loyalty program, many will send you an automated message on your birthday. We signed the Big Mac up to a few hundred of them and waited for the good vibes to roll in. And everyone knows that if someone wishes you a happy birthday, the courteous thing to do is thank them. So, we created a nationwide campaign that featured the emails we received, thanking the brands for their thoughtful birthday wishes. Our brief was to celebrate the Big Mac’s birthday, our idea was to get some of the world’s biggest brands to celebrate it for us.

To kick off the celebrations, we ran a full-page press ad in Australia’s leading national newspaper. It featured some of the emails we received, and its core message was thanking all the brands that wished the Big Mac a happy birthday. We followed this up with OOH in prime locations, thanking individual brands for their emails. We seeded the story with radio stations to create a buzz about the Big Mac’s birthday, and also got some prominent sports teams (that we sponsor) to wish the Big Mac a happy birthday too.

A full-page press ad in Australia’s leading national newspaper reached an audience of 1,213,000.

Outdoor executions in prime locations reached an audience of 18,572.