BACKGROUND

Jubilee 2025 is set to be the biggest event Rome has ever hosted, with over 105 million visitors expected from around the world. In preparation, the city has undergone a massive transformation, with construction sites appearing across every corner. But Rome is unlike any other city—every time you dig, history surfaces.

Even amid the Jubilee construction, numerous archaeological artifacts have been unearthed.

IDEA

McDonald’s celebrates the Jubilee with a surprising discovery: a mosaic showing ancient Romans feasting on fries and hamburgers, placed inside an archaeological excavation in Rome’s main gallery.

The right message, in the right place, at the right time.

EXECUTION

The mosaic was created using ancient Roman techniques by a team of 10 mosaic artists, who hand-laid 18,000 tiles to complete the piece. It was discovered by “archaeologists” on May 29th, 2025. Images of the find quickly spread worldwide, turning the installation into a global sensation.

The stunt marked the launch of the Welcome to Roma Menu, specially curated for Jubilee visitors — a warm invitation to enjoy McDonald’s iconic classics in the world’s most classic city.


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