Big Mac 'The Original Mouthful'

Bring the iconic Big Mac Chant to a new generation online.

Nostalgia is so important for a brand. But the nostalgia surrounding the Big Mac did not resonate with the Gen Z audience. In fact, only 49% of Gen Z had tried the burger.

No one under the age of 30 new the famous Big Mac chant "two-all-beef-patties-special-sauce-cheese-pickles-onions-on-a-sesame-seed-bun"

The brief was two-pronged:
1. Using the new Big Mac TVC to create a suite of paid & organic social to get Gen Z familiar with the iconic Big Mac Chant.

2. Get user generated content and fans engaging with a 4-second Big Mac Chant Challenge. We worked with Snapchat to build a bespoke AI-powered filter to check if you completed the challenge accurately. 

Working with senior creatives Stephanie Allen & Andrew Torrisi, we didn't just take the TVC and fit it to 9:16. We gave our feedback on the demo Snapchat & TikTok filters, selected the most "meme-able" moments in the TVC, wrote some funny fumbles and helped the campaign work hard on social...

The chant went viral, the assets exceeded expectations and the dream team got a Silver Cannes Lion.

And some more organic social for good measure