Big Mac 'The Original Mouthful'

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

As the go-to social team, Sophie and I were asked to evolve the nationwide Big Mac campaign on social, digital and DOOH: 

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

2. Launch the 4-second Big Mac Chant Challenge and drive participation through OOH and AI-powered filters on Snapchat, TikTok and the MyMacca's app.  

Collaborating 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 as someone who didn't know the chant, I sure as hell know it now.