KD Big Mac

Craft Ideation - Single

2020

Rethink, Toronto/Montreal/Vancouver
w: rethinkcanada.com

Client: Kraft Heinz Canada Chief Creative Officer: Aaron Starkman Creative Director: Mike Dubrick, Joel Holtby, Allan Topol, Loretta Lau Art Director: Nick Noh Writer: Jordan Darnbrough Strategist: Sean McDonald, Hannah Newport Group Account Director: Amy Greenspoon Account Director: Kai De Bruyn Kops Account Manager: Allie Kennedy Community Management & US Adaptation: Vayner Media Associate Creative Director: Bobby Glennon Copywriter: Zach Schweikert Creator: Matt Carucci Senior Account Executive: Whitney Swain

We asked McDonald's if we could launch our own Big Mac, a single, dinner plate-sized Kraft macaroni noodle. Of course, lawyers asked us to cease and desist. Immediately. But not before we won the day on Twitter. Mission mostly accomplished.