To remind the world just how iconic the Big Mac is, we released its most legendary ingredient – Special Sauce – by itself. For the first time, people could make anything taste like the Big Mac. The campaign earned billions of views, spawned a black market, raised thousands of dollars for charity, and inspired our fans to get cheeky with our competitors. What other burger could pull that off? Most importantly, McDonald’s sold more Big Macs than any other month in Australian history, and the campaign is now being rolled out around the world. #macitbetter
Cannes Lions
Creative Effectiveness – Bronze
Promo & Activation – Bronze
Shortlist x6
Spikes Asia
Creative Effectiveness – Gold
PR – Silver
Promo & Activation – Bronze
Direct – Bronze
Media – Bronze
Shortlist x7
