Campaign details
Brand: McDonald's SingaporeBrand owner: Hanbaobao Pte LtdLead agency: OMD SingaporeContributing agency: DDB SingaporeCountry: SingaporeIndustries: Restaurants & takeawaysMedia channels: Online display, Programmatic display
Executive summary
The iconic Big Mac celebrated its 50th anniversary, globally, in 2018, and McDonald's Singapore wanted to celebrate the double-pattied burger in a special way.
However, as appealing as the Big Mac was to the wider audience, it proved difficult to find a homogenous reason for Singaporeans to celebrate it. Everybody seemed to love the Big Mac in their own special way....