The Best Work You May Never See: TBWA\Spain, McDonald's Cook Up Symbolic Hamburger To Support Farmers Impacted By Devastating Fires


Robert Goldrich
Wednesday, Aug. 31, 2022


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In response to some of the worst fires in Spain’s recent history--with more than 275,000 hectares of agricultural land destroyed--McDonald’s and TBWA\Spain have recently launched “The Burger That Could Not Be,” a symbolic hamburger dedicated to the charred Spanish countryside.

To support Spanish farmers and their livestock, McDonald’s Spain has bought part of the failed harvests and is inviting its customers to help in the relief effort by purchasing “The Burger That Could Not Be”-- a virtual burger, akin to packaging with no burger inside--by way of a €1 ($1) donation. All funds over a three-week period of selling these virtual burgers will go to a Spanish cooperative providing aid to Spanish farmers and livestock breeders adversely impacted by the catastrophic fires that ripped through the country earlier this summer.

Natalia Echeverria, chief marketing and digital officer, McDonald’s Spain, said, “With this initiative, we’re looking to bring our brand purpose closer to society in a more tangible way. This is why we’ve decided to give all our support and our aid to the farmers affected by the fires--a key sector for both our society and economy. This campaign is part of the Big Good project, a long-term commitment to support the Spanish producers that allow us to create good moments for our customers every day.”

Juan García-Escudero, chief creative officer, TBWA\Spain, added,  “This is an act of solidarity full of magic and strong symbolism worthy of a brand like McDonald’s that demonstrates its commitment to the countryside with tangible actions.” 
Directed by Rodrigo Cortés via production company Only 925 in Spain, this film on the initiative shows a woman receiving the surprising, welcomed news that McDonald’s is going to buy a portion of her farm family’s lost harvest



Client McDonald’s Spain Natalia Echeverría, chief marketing officer. Agency TBWA\Spain Juan Garcia-Escudero, chief creative officer; Pablo Fernandez, Javier Martinez, Agustin Ballerio, Hector Alfonso, creative directors; Jesus Fuertes, Mercedes Navarro, strategy; Raquel Escribano, Anna Sanroma, Maria Arevalo, Araceli Barrantes, social; Mariluz Chamizo, Elisa Gonzalez, production. Production Only 925, Spain Rodrigo Cortés, director; Pablo Atienza, assistant director; Maria Jesus Horcajuelo, exec producer; Ruth Baena, production coordinator; Sergio de Una, DP; Garcia Gil, cameraman; Rebeca Duran, styling; Cecilia Junquera, makeup.  Audio Pedro Soto, sound tech. Cast Chus Gutierrez, Felix Granados.

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