To remind the world just how iconic the Big Mac is, we released its most legendary ingredient – Special Sauce – by itself. For the first time, people could make anything taste like the Big Mac. The campaign earned billions of views, spawned an international black market and raised thousands of dollars for charity. McDonald’s also sold more Big Macs than any other month in Australian history.

Press: BBC, Mashable, Le Huffington Post

Cannes Lions
Creative Effectiveness – Bronze
Promo & Activation – Bronze
Shortlist x6


Spikes Asia
Creative Effectiveness – Gold
PR – Silver
Promo & Activation – Bronze
Direct – Bronze
Media – Bronze
Shortlist x7



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