The Big Mac turns 50 in 2018. A lot has changed over the past 50 years, from sports, technology, and culture to politics and fashion. In fact, pretty much everything has changed — except the Big Mac.
McDonald’s France and TBWA\Paris are using both print and digital media to take us back in time so we can better understand just how classic the Big Mac really is.
Their poster campaign uses four visuals to faithfully and graciously resurrect the best looks from the past several decades. The centre of each image features the classic Big Mac, looking as fresh now as it did back then. Viewers can't help but crack a nostalgic smile seeing the cast of characters featured on the posters.
For the digital campaign, the Big Mac asks us this simple question: “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.