Ever since McDonald’s created the Big Mac in 1967 the burger has had an economic index named after it, a museum dedicated to its history and in Sweden 30,000 Big Macs are ordered every single day. Despite its celebrity status, Big Mac has been lacking something most icons have–an autograph! Therefore, McDonald’s Sweden asked Big Mac lovers to help create its first ever signature. 256,000 fans rose to the task and contributed with suggestions of what the autograph should look like. These have now been combined using AI algorithms to form the first ever autograph for the burger. Agency NORD DDB in Stockholm created the campaign.
The creation of the autograph was facilitated by a technique called Dynamic Time Warp, which is simply described as AI algorithms which go through all the submitted signatures and then create one signature based on all the submissions. Since Big Mac cannot write, the actual signing is done by an industrial robot specially adapted with a 3D printed hand just for this purpose.
Normally, it is the fans who ask the star for an autograph. Because this star is a burger, NORD DDB did the opposite.
Directed by Farzad Farzaneh via production company Giants & Toys, this film captures the tongue-in-cheek breakthrough as an autograph collector is enthused over the prospect of obtaining a Big Mac signature.
CreditsClient McDonald’s Sweden Agency NORD DDB, Stockholm Petter Dixelius, creative director. Production Company Giants & Toys Farzad Farzaneh, director. Digital Production Companies Digital fans; Uncoated AI Autograph & Industrial Robot Rumtiden Idea Lab
Top Spot of the Week: Honda, RPA, Director Rupert Sanders Share “Unstoppable Dreams,” An Inspiring Reverse Poem
This inspiring Honda spot--directed by Rupert Sanders of MJZ for agency RPA--is the centerpiece of the “Unstoppable Dreams” campaign which brings to life the brand’s “Challenging Spirit” and the idea that resounding success is often the result of failures. The :60 follows the distinctive journeys of competitors with strong ties to Honda as they pursued their racing ambitions, including the late F1 racing legend Ayrton Senna and current FIA Formula 1® World Champion Max Verstappen.
The cinematic spot deploys an engaging reverse poem format, so what begins as a disheartening story about failure and giving up reverses course to showcase how personal setbacks can serve as the greatest teacher and catalyst to achieve big dreams.
The “Unstoppable Dreams” film features iconic Honda race machines including the 1992 Formula 1® winning McLaren Honda MP4/7A driven by Senna and the FIA Formula 1® championship 2021 Red Bull Racing Honda RB16B driven by Verstappen, as well as exciting forthcoming products including the Honda hybrid-electric Prelude Concept and the Honda eVTOL (electric vertical take-off and landing aircraft). The “Unstoppable Dreams” tells a story about how the starting point of achieving success is how one responds to failure.
“Unstoppable Dreams” made its TV debut earlier this week on NBC’s Sunday Night Football and will continue to air during NFL and college football games, and the opening night of the 2024-25 NBA season. The campaign also will be featured on the big screen this fall, at theaters across America during major movie premiere releases, and on Netflix’s ad-supported plan in the U.S., for the highly anticipated series Senna.
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