Big Mac 🍔 McDonalds
Creative Brief & Briefing
Brand Background
Consumer Issue
How do we get our Big Mac consumers (frequent & infrequent) to have an emotional connection with the product?
The Ask
Based off the client brief— develop a creative brief, briefing, and find pre-existing creative work to support the Big Idea.
💡The Big Idea
Big Mac Is The One & Only
Target
Liz is a 28 year old, graphic designer. As an experienced creative, she learned how to stand up for herself and what she believes in. But she didn’t use to always be this self-assured. While in college, she was known as a party girl. She spent more time at parties than in class. She was obsessed with boys, clothing, music, and exploring her identity. Now, she has a strong sense of self. She believes, “The only thing you can be, is true to yourself and be who you really are.” She remembers to not take life too seriously. The Big Mac gives her the freedom to enjoy permissible, messy, fun again.
Strategic Vision
The Big Mac is iconic, it’s practically a celebrity. Everyone wants to be seen with it. But the paparazzi will catch you if you’re spotted smooching with another burger. You wouldn’t cheat on your significant other so why would you cheat on us? We are your one and only. That’s the type of unbreakable emotional connection we want consumers to have with Big Mac. The Big Mac makes the perfect life partner. It stays true to itself just like you do. It won’t try to change or refine you. It gives you the freedom to express yourself and have fun. Let’s make the Big Mac a burger you’d feel guilty cheating on.
Key Supporters
The Big Mac was created in 1967— it’s been there for people from their childhood into adulthood and for generations.
The Big Mac has remained unchanged since it was first created— you may have changed, but the Big Mac has not.
It’s one of a kind because of its ‘special sauce.’
The Video We Made To Inspire The Client & Creative Team
…it made every person in the room laugh 😂
Based on this photo we found, we offered a potential experiential ad on Instagram called: Bling Mac.
Love is in the air! We know our Big Mac lovers want to put a ring on "The One & Only"— now they can. Enter for a chance to win a custom $10,000 Big Mac ring by posting a picture of yourself kissing a Big Mac and using the hashtags. #Putaringonit #Blingmac 💍
Marketing Objectives
Elevate Big Mac brand affinity amongst “Mainstayers” & “I’m Lovin it” // Establish a unique, clear, & strong brand positioning for Big Mac
Pre-existing ads we found after ideating “The One & Only”
We were not required to design creative work, so we did not make these ads, but we did use them to support our campaign during our briefing to the client.
This work was created alongside the talents of Ryhann Clark and Alex Wood.
Think with your mouth 👄