McDonald’s Big Mac now has its own autograph, befitting an icon
Nord DDB developed the signature based on suggestions from 256,000 fans
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McDonald’s has long positioned the Big Mac as a kind of celebrity in the fast-food space. But it’s been missing one thing all celebs need—a signature so it can give out autographs.
Swedish agency Nord DDB has now fixed this, creating the first-ever Big Mac signature, with help from 256,000 fans—who each supplied their own version.
An AI process called dynamic time warping was used to create one signature based on all of the submissions. Since the Big Mac cannot write, the actual signing is done by an industrial robot especially adapted with a 3D printed hand.
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This opens up the possibility for Big Mac-signed collectibles. And indeed, 100 of the people who took part in the campaign will receive Big Mac portraits signed by the robot.
“Our icon Big Mac doesn’t need much of an introduction. I think it’s as well-known as McDonald’s itself,” said Susanne Wahlberg, brand manager at McDonald’s Sweden. “It’s fun that so many fans came together to create an autograph for their favorite burger. It turned out great, and I think it will be much appreciated by Big Mac connoisseurs in Sweden and the rest of the world.”
“Normally, it is the fans who ask the star for an autograph. Because this star is a burger, we must do the opposite,” added Petter Dixelius, creative director at Nord DDB. “It feels like a given that Big Mac finally has its own autograph and that it is based on the fans' own handwriting.”
Credits
- Date
- Dec 11, 2023
- Client :
- McDonald's-Sweden
- Client :
- McDonald's
- Agency :
- Nord DDB
- Media Agency :
- OMD
- PR Agency :
- Prime Weber Shandwick
- Director :
- Farzad Farzaneh
- Production Company :
- Giants & Toys
- Digital Production Company :
- Digital Fans
- Digital Production Company :
- Uncoated
- AI Autograph and Industrial Robot :
- Rumtiden Idea Lab
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