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McDonald's: Iconic packaging

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The Big Mac, celebrating its 50th Birthday in 2018, had remained almost unchanged for 50 years. So, to promote its golden anniversary, we celebrated the only thing about the burger that had. Its packaging.

Tapping into half a century of nostalgia for the beloved burger, original, now archived Big Mac packaging spanning five decades was sourced and meticulously photographed. These photographs were then turned into unbranded posters honouring the Big Mac’s status as a pop-culture icon.

The packaging was also featured in a nationwide television campaign specifically depicting the eras they came from.
Credits Other credits

Creative Operations Director: Libby Hams

Design: Ramon Rodriguez

Chief Executive Officer: Nicole Taylor

Group Account Director: Lisa Hauptmann

Senior Account Director: Andrew Inman

Account Executive: Celine Dinant

Business Coordinator: Michelle Weekes

Planning Director: Annabelle Rogers

Senior Print Producer: John Wood

Senior Finished Artist: Jose Rodrigues


Director of Marketing: Jo Feeney

Brand Manager: Channa Goonasekara

Marketing Communications Manager: Fiona Gray

Corporate Relations Manager: Tina Alldis

Photographer: Danny Eastwood

Production: The Pool Collective

Retouching: Limehouse Creative

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