50 years of Big Mac
McDonald’s · 2019
3 awards: Cannes · The One Show · D&AD
Strategic insight
Beloved icons don't need reinvention; they need reinterpretation. By ceding creative control to artists across eras and mediums, the work repositions the Big Mac as a stable reference point that accommodates infinite expression—proof of its cultural staying power.
The Format
The poster series itself functions as the campaign's core idea: 50 artists × 50 posters creates a distributed, collectible canvas that spans global voices and design languages, turning the Big Mac into a living cultural artifact rather than a fixed product.
Craft Notes
The execution deliberately showcases production diversity: screenprint, photocopying, 3D modeling, vector graphics, and programming each carry distinct aesthetic weight. No two posters share technique, ensuring visual variety becomes the conceptual backbone.
