BigMac50 Quest

McDonald's is the world's largest restaurant chain by revenue, serving over 69 million customers daily in over 100 countries in more than 40,000 outlets.

01 TENSION

The most loved burger, the BigMac, is turning 50. McDonald’s is under pressure to deliver the most important campaign in its history.

02 STRATEGY

To invite all the food lovers to celebrate BigMac’s biggest birthday ever.

03 IDEA

BigMac50 QUEST: The biggest outdoor treasure hunt ever.

We designed an interactive, integrated experience for burger lovers, who were up for the challenge of reuniting the BigMac. For BigMac’s 50th anniversary, we divided the burger into 50 pieces across outdoor ads in Italy. People competed in a national quest to complete this digital puzzle using clues from McDonald's app. When the puzzle was complete, the app unlocked the best deal ever—a BigMac at only 50 cents.

Case Study

Client: McDonald’s

Agency: Leo Burnett
Associate Creative Director: Mattia Montanari

Outdoor

The puzzle pieces spanned all of Italy from North to South, Milan to Rome, Sicily to Sardinia. Upon discovering a missing piece, users were prompted to use the app to point and shoot the ad to arrive closer to completing their mission.

The app was designed to provide helpful clues to find the prized puzzle pieces. Everything from 50 mini games to clever riddles pointed people to solve the BigMac QUEST.