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.
