Title | BIG MAC AWARD |
Brand | MCDONALD'S JAPAN |
Product / Service | BIG MAC |
Category | B01. Foods |
Entrant | DDB JAPAN Tokyo, JAPAN |
Entrant Company | DDB JAPAN Tokyo, JAPAN |
Advertising Agency | DDB JAPAN Tokyo, JAPAN |
Advertising Agency 2 | DESIGN ASSOCIATION Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Tetsuya Kurita | Paragraph | Shooting Assistant Director |
Mie Koshihara | Paragraph | Shooting Director |
Atsushi Kumon | Slp | Director |
Jun Deguchi | Agile Media Networks | Social Media Planner |
Hideaki Sato | Ddb Japan | Copywriter |
Shiho Osumi | Ddb Japan | Designer |
Satoko Iida | Ddb Japan | Art Director |
Ryoto Mori | Ddb Japan | Social Community Manager |
Shunsuke Sunagawa | Ddb Japan | Planner/Content Manager |
Satoshi Hashimoto | Ddb Japan | Planner |
Cairo Marsh | Ddb Japan | Supervisor |
Toshiaki Kawamata | Design Association Npo | Producer |
Shigeki Ochi | Design Association Npo | Executive Producer |
Hideaki Shirakawa | Mcdonald's Japan | Client Supervisor |
Today’s youths are more dynamic and are more demanding. In most cases a single USP is not enough to create engagement. Like themselves, the brands they buy had to be multi-faceted. So enjoying the Big Mac had to come not just from eating the burger but also from the entire experience. The packaging needed to change to reflect this. It had to be instantly recognizable and relevant to youths. McDonald’s wanted their customers to enjoy Big Mac thoroughly.
The Big Mac is one of the most iconic burgers in the world. It arrived in Japan in 1971 and was a huge hit. However, it has struggled to keep up with the times and as a result has an “old people burger” image. It no longer resonated with today’s younger generation. McDonald’s needed to contemporize Big Mac’s offering and let youths be part of the experience that makes this burger a global icon.
What better way to create something relevant to the customer than to ask the customer to do design something that they would like to see in the restaurants? We held an art contest where aspiring and upcoming artists would create art based on the Big Mac. They would define and recreate the Big Mac experience in their own personal ways. The winner would have his or her art adorn every single Big Mac box nationwide.
A total 1,369 works poured in from all over Japan. 88,554 votes were registered and created the largest digital activation campaign ever for McDonald’s Japan. Social was effectively leveraged to increase McDonald’s Facebook fans and Twitter followers grew 33% and 26%, respectively. During the same period, McDonald’s sold 300% more Big Macs than the previous year, exposing the artwork to millions of customers.