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McDonald's Big Mac
Creative Brief
We were asked to write a creative brief based on this client brief.
Following the creative brief, we had to come up with a way to present the creative brief to our creative team to get them inspired.
Charismatic | Cheeky | confident | courageous
Background
For more than 50 years, the Big Mac has stood as the most iconic burger.
The Big Mac has never changed itself when all other burger brands have.
The same Big Mac, containing two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun that McDonald's customers grew up loving remains unchanged.
The One and Only
Objective
Get frequent and infrequent Big Mac consumers to have an emotional connection with the Big Mac.
Target
Newly independent adults between 25-34, leading the next chapter of their own lives.
Target Persona
Michael is frugal. He prefers to eat meals that are cheap and filling with his roommate every night.
Michael is 29-year-old and lives in San Francisco, California.
Michael likes to reminisce about the good old days when he would play Space Invaders with his father while waiting for his food at McDonald's.
Michael is afraid of judgment from his peers due to his taste buds being different from others.
Meet Michael.
People often confuse Michael for Canadian Prime Minister Justin Trudeau.
Insight
The Target Persona aspire to be true to themselves like the Big Mac
They know themselves due to experiences
that shaped who they are today.
They appreciate their individuality
because they are the one and only.
They choose to lead their own lives, not follow what everyone else does.
Strategy
Get the target perona to feel pride when ordering a Big Mac
The Big Mac is the one and only, never changing, iconic burger.
They are worried about change, but
won't have to worry about the Big Mac
They feel nostalgic when ordering the same Big Mac they grew up with.
Mandatories and Considerations
Needs to fit in a 30-second TV commercial.
I'm lovin' it
Follow the theme of
"Love my . . ."
Consider what type of "love" will deliver Big Macs message of confidence, charisma, courage, and cheeky wit to the target audience that encompasses the framework of ‘I’m Lovin it’.
What if...
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We have different generations of a family finish the sentence of “Love my _____” with characteristics of a Big Mac (“Love my one and only” “Love my never-changing” “Love my Big Mac”
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Show the timeline of a kid eating a Big Mac with his parents in 1985, then through his life events to end with him eating a Big Mac in 2019.
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Represent the challenge of changes that people experience after college or after moving out of their parents’ house, and bring it back to “Adjusting to change can sometimes be challenging, but you’ll never have to worry about the Big Mac”.
Presenting Brief
It's important to present a creative brief to the creative team that will convey what message you're trying to send as well as inspire the team to create good execution work.
Click here for a pdf of how I would present this creative brief to the creative team to get them inspired.
Hint: It involves an arcade bar.
