Against a background of underlying doubt around whether McDonald’s food actually comes from ‘real produce’, we wanted to raise awareness of the provenance of core ingredients which go into some of McDonald’s most iconic products. We looked to drive trust in the brand by reminding occasional visitors of McDonald’s commitment to quality ingredients, showcasing that their food comes from ‘real’ produce by celebrating the ingredients they source from British & Irish farms.

In order to cut-through in a cluttered DOOH market, we looked to showcase in the most visually impactful way, the close association between McDonald’s most iconic and well-loved product, the Big Mac, and British farming in order to land our provenance and quality beef story. Working with illustrator Jean-Marie Vives we created our farm scape Big Mac through the technique of matte painting to deliver a photo real image before animating isolated elements that bring to life the farming and quality beef story.