McDonald’s signature dish
NORD DDB’s tongue-in-cheek campaign for the fast food chain uses AI to give the famous Big Mac burger its very own autograph.
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Credits
powered by
- Agency NORD DDB/Stockholm
- Production Company Giants & Toys
- Director Farzad Farzaneh
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Credits
powered by
- Agency NORD DDB/Stockholm
- Production Company Giants & Toys
- Director Farzad Farzaneh
Credits
powered by
- Agency NORD DDB/Stockholm
- Production Company Giants & Toys
- Director Farzad Farzaneh
Having fans clamouring for your autograph is surely the biggest sign of achieving celebrity status.
Yet, despite having an economic index named after itself, and a museum dedicated to its history, the world’s most famous burger, the Big Mac, has never had one!
As part of this fun campaign created by NORD DDB, McDonald’s Sweden asked Big Mac lovers to help create its first ever signature.
256,000 fans contributed with suggestions of what the autograph should look like, which were combined using AI algorithms to form the first ever burger autograph.
At the heart of the initiative is this documentary-style film, directed by Farzad Farzaneh through Giants & Toys, which explains the science behind the autograph’s execution, before donating the first signed Big Mac photo to the world's largest private autograph collection to finally make it complete.
