McDonald's is changing the way these iconic burgers are prepared to make them even better, warmer, juicier and tastier. McDonald's wanted to communicate this innovation and capitalize on this campaign to highlight the iconicity and palatability of its star products.

Casting was particularly important in this film because we needed very distinctive faces in each world to play out the clichés of the genres we were exploring.

We don't have the figures yet, as the campaign has just finished, but the PR impact is huge, excellent and international. It underlines the real turning point that the brand is taking with this film.