McDonald’s Big Mac turns 50 en France with endearingly cheesy retro campaign

By Kyle O'Brien | Creative Works Editor

McDonald’s France


Creative Works article

November 14, 2018 | 3 min read

The Big Mac, the iconic “two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun”, sandwich turns 50 this year. To celebrate the McDonald’s menu item’s longevity, TBWA\Paris has crafted a campaign featuring patrons in retro looks from the various decades of its existence.

The campaign shows that, over the past 50 years, sports, technology, culture, politics and fashion have all changed, but one thing has remained constant – the Big Mac.

McDonald’s France and TBWA\Paris are using both print and digital media to take fans back in time to better understand just how classic the Big Mac really is.

McDonald's France Big Mac

Big Mac 50th celebrated by McDonald's France

The poster campaign uses four visuals to faithfully resurrect the best most ridiculous looks from the past several decades. The centre of each image features the classic Big Mac being held by some truly retro characters in the stereotypical outfits and hairstyles of the day, such the big hair of the 80s or wide-collar shirts from the 70s.

For the digital campaign, the Big Mac asked fans: “What about you? What did you look like during the 60s, 70s, 80s, and 90s?” Interactive Facebook and Snapchat filters allow participants to take a step back in time as well.

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McDonald's celebrated the Big Mac in Spain and in the UK.

See all the posters by clicking on the Creative Works box below.

McDonald’s France: Big Mac Timeless by TBWA\Paris

By McDonald’s France

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