15/02/2018 - News

Big Mac on the IMAX - celebrating 50 years of the iconic burger

2018 marks the 50th anniversary of the legendary Big Mac, and to celebrate, McDonald’s, Talon, OMD UK and Leo Burnett have turned the iconic BFI IMAX into a giant Big Mac burger. 

The famous OOH site lends itself perfectly to the shape of the renowned burger, showcasing the two all-beef patties, special sauce, lettuce, cheese, pickles, onions and sesame seed bun in all their delicious glory! 

Ocean Outdoor’s IMAX is the largest OOH site in Europe, reaching a total of 4.4 million hungry consumers every 2 weeks – ensuring that the giant burger will be viewed by millions across the capital.

In honour of its landmark anniversary, the brand has also launched two new variants of the burger, the ‘Mac Jr. and the ‘Grand Big Mac’. To unveil the limited-edition versions, Talon has brought them to life with 2D special builds across high impacting roadside sites in London, Birmingham, Manchester, Leeds, Glasgow, Cardiff and Edinburgh.

Helen Saffer, Business Director at Talon said: “The campaign’s impact has been outstanding and a great example of OOH’s ability to deliver smart, contextual advertising for a brand and driving the right profile for McDonald’s around this particular brand strategy.”

Both the IMAX and the 2D special builds are further supported by a multi-format OOH campaign, across roadside, the London Underground and premium Digital OOH formats - targeting consumers at multiple touchpoints to drive maximum reach and cut through.