The Original Mouthful
The Big Mac chant is iconic among older Australians - the original “mouthful”. But Gen Zs weren’t ordering Big Macs let alone chanting two all beef patties lettuce sauce cheese pickles and a sesame seed bun.
We brought the chant back and targeted young Australians everywhere possible. Some of the assets I produced as part of this 360 campaign were first-of-its-kind filters on Snapchat and TikTok, DOoH, reddit takeovers, Spotify ads and endless social content.
The Original Mouthful won a Silver Cannes Lion for Integrated Campaign but I overheard some teenagers reciting the chant on the train and that was just as cool.
Client
McDonald’s
Agency
DDB
Role
Integrated Producer
Produced over 35 + OOH creatives across 7 phases to over 5,000 placements across Australia.
Across Social, digital, print and DOoH we teased the chant, perfected brand spots, made countless retail placements and painted murals - we even took live quotes from people trying the chant and placed them on reactive DOoH.
As Producer, I led the partnership with TikTok and Snapchat to build a first-of-its-kind AI lens for McDonald's. I oversaw development of the machine learning system, real-time code generation, and platform integration - turning a four-second jingle challenge into an instant, redeemable in-store reward mechanic.
I also produced organic and paid social (Memes, TikTok's and tweets) and went viral a few times with the help of our friend Grimace.
The Chant was everywhere. Even the Australian Prime Minister, Anthony Albanese got involved.