Cannes Lions
LEO BURNETT , Taipei / MCDONALD'S / 2021
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Big Mac has been introduced to Taiwan for over 3 decades. In order to foster a closer relationship between Big Mac and Taiwanese people, we added some local flavors to the iconic burger. We explored and discovered the most unique and decorative elements that can best represent Taiwanese culture and created an installation art in collaboration with famous Taiwanese artists. The installation art composed 3 local street design elements: window grills, floral glass, and patterned clay tiles, symbolizing the lasting value of the city and the iconic flavor of Big Mac.
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