McDonald’s Germany wanted to honor and celebrate their Big Mac® as the only restaurant meal to become part of modern pop culture, globally.

Since its introduction in 1973, people’s love for the burger’s unmistakable shape and taste has only grown stronger.

To illustrate this unique love, each visual was made up from original references from several decades worth of film, music, art, gaming and the internet - all places where the Big Mac® has been celebrated.

Each of the oversized posters was carefully placed in culturally and contextually relevant locations around Germany. The poster Craving Mouths was hung in the most culturally diverse area of Berlin, while Craving Hands graced the well-known Reeperbahn in Hamburg. Craving Artists was painted as a large mural at the Berlin East Side Gallery – a place historically known for its iconic graffiti on the old Berlin Wall.