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...