Assignment

In 2018, McDonald's most iconic sandwich, the Big Mac, was turning 50. And while that had the potential to be a great story at McDonald's, when you get out from under the Golden Arches, nobody really cares. Even for a sandwich that's served in over 120 countries, it's hard to get people excited for brand anniversaries.

So, we're going to tell you how we turned this 50th anniversary into a global cultural moment and activated at a scale that even McDonald's had never seen before-generating unprecedented results.

Research + Insights

To inform our strategy, the Golin team conducted global social listening as well as an exploration of the cultural context of the Big Mac. One insight jumped out: anywhere you go in the world, across more then 120 countries, a Big Mac is a Big Mac is a Big Mac. No matter where you're from or what language you speak, everyone knows the Big Mac at McDonald's.