The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Consumer - Environmental / Immersive Design / Ambient Media - Single
Annual ID
DE16165M
About the Work
For years organic food has been a controversial topic in Germany. All organic fanatics see McDonald’s as their number one enemy. Obviously, the launch of McDonald’s’ first organic beef burger worldwide was just what the critics had been waiting for. To top it all off, we did the unthinkable and abused the Holy Grail of German soccer – the stadium of Bayern Munich. For three days we turned the whole arena into a giant organic burger. One million LEDs transformed the 26.000 square meter facade of the stadium into the largest burger ever. That’s how we created the largest outdoor ad ever at one of Germany’s busiest freeway interchanges. On social media, this resulted in an immediate discussion about our organic beef burger. Then the topic picked up the pace with the media – not only in Germany, but internationally. Suddenly everybody knew: You can now buy organic beef at McDonald’s.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Leo Burnett Germany / Frankfurt
thjnk ag / Hamburg
Chief Creative Officer
Andreas Pauli
Armin Jochum
Group Creative Director
Joerg Hoffmann
Christoph Wick
Agency Producer
Alexandra Kaesler
Creative Team
Till Rothweiler
Andreas Daum
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