Big Mac Sound Bites

While working at Leo Burnett Moscow, I envisioned transforming a mundane fast food meal into a fun event by turning the Big Mac box into a sound box. Each reveal of a Big Mac would be accompanied by fun sounds, music, and quirky comments. This playful and engaging idea was brought to life by TBWA in Auckland, NZ, as part of McDonald's 'imlovinit24' campaign. This global initiative, which aimed to create 24 moments of joy in 24 cities over 24 hours, won a Gold Cannes Lion for its innovative approach and execution.

Compact sound modules were embedded in the Big Mac boxes to play pre-recorded sounds upon opening. This required precise integration to ensure the boxes remained functional and durable. The imlovinit24 campaign engaged nearly 70,000 participants, generated over 1,000 social media posts, and significantly boosted brand engagement and positive sentiment globally.