The Big Mac is 'perfection'. In a world where technology rules and mass customisation is a way of life, there is not much that goes unchanged. Despite these changes, the McDonald’s Big Mac has remained exactly the same. The reason is simple: you cannot improve on perfection.

The Big Mac is just as delicious today as it ever has been. The creative uses recognisable people and parts of our everyday lives to demonstrate the “ever-changing world” while celebrating the Big Mac’s timeless perfection. The mediums used were TV ads, targeting young adult males.

McDonald’s Big Mac unit sales were +15-20% during campaign.