Background
The Crispy McBacon is McD’s most loved and best-selling burger. But how can it become a true Italian icon?
Insight
Only when you’re a true icon, you start being compared to other great icons.
Idea
To elevate the Crispy McBacon to icon status, we compared it to everything Italians consider most iconic.
Execution
Through a national outdoor, social and TVC campaign,
we compared the Crispy to global icons, iconic songs,
iconic historical moments, and iconic idioms.
Results
Creative Data
Every Italian city has its own icons. Through a quantitative survey, we identified
the most relevant ones for each place, writing +500 tailored headlines, one for
every McDonald’s in Italy.
Board
