Background

From the research, we discovered that Taiwan young adults and The Big Mac share the same purpose “The One and Only” and the results showed that they are not familiar with the world iconic burger as well. So we need to create a piece of popular news to enhance the connection between Taiwanese young adults and The Big Mac.

Describe the creative idea (40% of vote)

For over 3 decades, the iconic Big Mac lived alongside with the Taiwanese people. So, we added some local flavor to the Big Mac Making it our own. We collaborated with famous Taiwanese artists to re-created vintage metal window grills, Pressed Floral glass, and handmade patterned clay tiles. Combined these elements with abstract, modern design of Big Mac. A fusion of classic and modern, beyond time and space This is “The One and Only” Big Mac of Taiwan

Describe the execution (40% of vote)

We explored and discovered the most unique and decorative elements that can best represent Taiwanese culture and created an installation art in collaboration with famous Taiwanese artists. The installation art composed 3 local street design elements: metal window grills, floral glass, and pattered clay tiles, symbolizing the lasting value of the city and the iconic flavor of Big Mac. The installation art The One and Only Big Mac of Taiwan is placed in Song-shan Cultural and Creative Park, a creative hub of Taipei where young people often gather together.

List the results (20% of vote)

The exhibition gained great media coverage. It earned over USD$2.74 million of PR value. It attracted 48,000 visitors within 3 days and many influencers to visit. It also won thousands of shares on social media. Social engagement and buzz exceeded all our expectations.