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Invented in 1967 the Big Mac still has the same delicious ingredients and taste. However, in Australia it wasn’t as culturally big as it once was. Whilst four generations could still list out every ingredient thanks to a 1987 jingle, Gen Z didn’t know it at all.
So, we brought it back. The jingle that trended before trending was a thing. Sparking a country wide, inter-generational jingle battle. Giving it a modern spin with a first-of-its-kind AI powered Snapchat filter and machine learning.
Rewarding people in real time with a unique code for free McDonalds if they could say-Two-All-Beef-Patties-Special-Sauce-Lettuce-Cheese-Pickles-Onions-on-a-Sesame-Seed-Bun in 4 seconds.
Every touchpoint driving people to this unique experience and rewarding them with free food and by featuring their funniest mistakes in social and DOOH. Joining generations with the shared experience of a timeless cultural jingle and renewing its relevance and utility for a chronically online Gen Z.
To tease the campaign, wecreated a series of OOH stripping out every element of branding. Leaving people with no product shot, no logos, no brand colours and not even whole words. All we needed were the words, and we didn’t even need them all for Australians to guess the product, only seven and a half-ish letters and a hint of ingredient. We then splashed them across the country with mass-reaching OOH connecting to a new generation and its original fans. Showing the power of an icon by not showing much of it at all.
Our film takes burger fans back to 1967, when Big Mac creator, Jim Delligatti, initially devised the now iconic burger. The film then travels through the Big Mac’s evolution across the decades, showcasing just how the burger and its ingredients have stood the test of time.
Each frame shot and crafted with excruciating attention to detail, ensuring every decade was brought to life as though it had been found on a shelf in an archive. From the wardrobe and propping to the speech patterns and performances of talent, everything was recreated to give an infectious feeling of fun you get trying to nail the chant.
Big Mac burgers were filmed according to each decade. From camera angle and lighting to packaging and animation quality.
We then blasted the words across Australian in unbranded OOH. Reminding Australians of the jingle words and the 7 delicious ingredients.
Nostalgic decade specific promo ads lead people to a 4 second Original Mouthful challenge. Each ad crafted to authentically represent the look and feel of each era. From film quality to voice over, animation, branding, sound and music.
We partnered with Snapchat to create a first-of-its-kind, AI powered filter that analysed the speed, accuracy, and order of ingredients in the Big Mac jingle using machine learning technology. Rewarding people in real time with a unique code for free food at McDonald’s. If users could say “Two-All-Beef-Patties-Special-Sauce-Lettuce-Cheese-Pickles-Onions-on-a-Sesame-Seed-Bun” in under 4 seconds they’d be served with a custom code that was built into the lens and could be used to redeem their free food in real time.
The nation was plunged into rivalry with everyone from TV personalities and footy stars to Amazon’s Alexa and Grimace giving it a go. Renewing the relevance and utility of a timeless cultural jingle for a chronically online generation.
People’s jingle fumbles and mistakes were turned into content across social and OOH for the last 2 weeks.