MacCoin
McDonald'sAgency:
TBWA Chiat Day NY
Role:
3D Model/Rendering Artist,
Case Study Film Editor
Tool: C4D, Arnold Renderer, AI, AE
2019 Cannes Lions
Gold Lion
PR Multi-market Campaign
2019 Cannes Lions
Silver Lion
PR Effectiveness
2019 CLIO
Silver
Public Relations/Creative Effectiveness
/Product Service
2019 D&AD AWARDS
Shortlist
Direct Product & Service
In 2018, the Big Mac celebrated its 50th anniversary and we needed to reignite the love. The Big Mac is sold at more than 36,000 restaurants in 120 countries across the globe and has become universally recognizable. So much so, the ‘Big Mac Index’ was created by the Economist in 1986 to measure the purchasing power of international currencies every year. To celebrate the 50th anniversary of the world’s most iconic burger, we created the world’s first food-backed currency. Each MacCoin was worth one Big Mac in restaurants, but collecting them all… priceless.
The MacCoin was released on the 100th birthday of the inventor of the Big Mac. We created 5 coin designs to commemorate each decade of the Big Mac. Six million coins were created and distributed in 50 countries, minted in 7 languages and accepted in more countries than the Euro. The MacCoins were activated differently in each market with everything from a coin toss at a professional soccer match in Argentina to a fan getting a Big Mac tattoo in exchange for the MacCoins.
The MacCoin reignited love for the Big Mac: Global social buzz was 906k (80% more than the goal), there were 85k global social mentions with a 95% positive tone leading to a 40% lift in social conversation (and 1 million earned social mentions and engagements). We saw a 3 billion global impressions (more than any other McDonald’s global campaign to date), 40% sales lift in the US, 6% increase in global Big Mac sales (that’s $1.8 million incremental Big Mac sales in the US alone).
More than 6.2 million MacCoins will be distributed globally in more than 50 countries while supplies last. These commemorative coins feature five unique designs, each representing a decade of the Big Mac. Each MacCoin design pulls in elements from that time in history, nodding to art, music and pop culture, while the front-side of the MacCoin celebrates the 50th anniversary of the Big Mac. The MacCoin highlights:
My role in this project was designing, modeling and rendering 3D art of MacCoin along with our design team from DxD NY.
The MacCoin was released on the 100th birthday of the inventor of the Big Mac. We created 5 coin designs to commemorate each decade of the Big Mac. Six million coins were created and distributed in 50 countries, minted in 7 languages and accepted in more countries than the Euro. The MacCoins were activated differently in each market with everything from a coin toss at a professional soccer match in Argentina to a fan getting a Big Mac tattoo in exchange for the MacCoins.
The MacCoin reignited love for the Big Mac: Global social buzz was 906k (80% more than the goal), there were 85k global social mentions with a 95% positive tone leading to a 40% lift in social conversation (and 1 million earned social mentions and engagements). We saw a 3 billion global impressions (more than any other McDonald’s global campaign to date), 40% sales lift in the US, 6% increase in global Big Mac sales (that’s $1.8 million incremental Big Mac sales in the US alone).
More than 6.2 million MacCoins will be distributed globally in more than 50 countries while supplies last. These commemorative coins feature five unique designs, each representing a decade of the Big Mac. Each MacCoin design pulls in elements from that time in history, nodding to art, music and pop culture, while the front-side of the MacCoin celebrates the 50th anniversary of the Big Mac. The MacCoin highlights:
- The ‘70s, showcasing the decade’s flower power
- The ‘80s alluding to pop art
- The ‘90s defined with bold, abstract shapes
- The early ‘00s specifically focusing on the technology that was at the forefront of the turn of the century
- The ‘10s MacCoin calling attention to the evolution of communication
My role in this project was designing, modeling and rendering 3D art of MacCoin along with our design team from DxD NY.
PRESS:
McDonald’s launches international currency MacCoin - Fox 8
McDonald’s Marks Big Mac’s 50th Birthday With a Burger Currency Called MacCoin - highsnobiety
McDonald's is launching its own currency because of course - Mashable
MCDONALD'S GOES RETRO WITH BIG MAC TRIBUTE COINS - Ad age
Here’s how to get a McDonald’s MacCoin—which is not on the blockchain - Fast Company
MacCoin Promotional Video:
Delligatti Family, Steve Easterbrook and Mac Coin Collection
50 Years of Big Mac Infographic
Case Study Film:
Design Process:
And when the campaign finally launched in US, we rushed to the closest McDonald’s.
It felt awesome to hold the coin IRL ︎
