The first campaign you can only get if you try a burger.
BRIEF
After 50 years, thanks to innovative improvements in its preparation, the BigMac® got even better. But how can we explain in words a change so difficult to be seen? It’s impossibile. You’ll only get if you try it.
IDEA
To push the burger trial, we launched an incomprehensible campaign that could be understood only tasting the Big Mac®.
EXECUTION
Together with Ghali, a talented Italian rapper, we created an incomprehensible campaign, whose focus was an incomprehensible song.
The only way to get it was to taste the burger. Every Big Mac® order came with a special card with a QR Code: by scanning it people could finally listen to the comprehensible version of the song.
After 10 days from the launch, everybody could understand the song and, of course, the campaign: on tv, OOH, into the brand restaurants, on the brand website and even on social media.
Incomprensibile & Comprensibile Tvc
Case
Premi
Creative Executive Director: Luca Ghilino, Giuseppe Pavone
Creative Director: Caterina Calabrò
Creative & Innovation Lead: Michele Cireddu
Senior Designer: Silvana Ferraris
Creative Content Supervisor: Andrea Sghedoni
Senior Copywriter: Lavinia Aurelio
Senior Art Director: Alessandro Maggiolo
Senior Copywriter: Giovanni Coviello
Chief Strategy Officer: Ilaria Fruscio
Strategy Director: Ornella Vittorioso
Head of Client Services: Davide Mondo
Group Account Director: Marika Mazzoni
Account Manager: Elisabetta Iulita
Account Manager: Maddalena Marin
Account Executive: Anna Angona
Project Manager: Francesco Daleno
Junior Project Manager: Federica Ferruccio
Strategic Project Manager: Antonio Maria Di Donato
Social Media Lead: Alessandro Piras
Social Media Manager: Federica Doria