McDonald’s / BGMC / 2015

BGMC

A design concept developed with Gregory A. Shadwick during an Omnicom network sprint in France.

McDonald’sAssociate Creative DirectorTBWA\MAL / network sprint2015Design

Global network sprint / design system

Contribution: Associate Creative Director / TBWA\MAL / network sprintDanny Duran and Gregory A. Shadwick developed BGMC during an Omnicom network sprint in France. A Swedish team later adapted the visual territory for Big Mac Shop.
Scope: Design concept
Identity + packaging
Network sprint
Posters + social

Big Mac Design

Fries formed letters; Big Mac ingredients became symbols and patterns. The concept work included posters, packaging and social formats.

A model in mirrored sunglasses surrounded by Big Macs beneath the words Feast Your Eyes — Feast Your Eyes / concept artwork

BGMC / identity study

Big Mac ingredients painted as nail art above the headline Nailing It — Nailing It / concept artwork

A layered portrait with multiple thumbs up against a repeating Big Mac pattern — Extra Bun. Extra Fun. / concept artwork

A McDonald’s package study using a simple smile as part of the BGMC visual system — Packaging study

A Tumblr login concept carrying BGMC typography and Big Mac ingredient graphics — Tumblr study

Big Mac Shop

McDonald’s Sweden and DDB Stockholm later adapted related imagery for Big Mac Shop and the McWalk launch. The figures below describe that Swedish launch.

A runner stretches beside the water wearing white leggings patterned with Big Macs — Big Mac Shop / Sweden / 2015 / photography: Erik Hagman

Three models wearing white thermal tops and leggings patterned with Big Macs — Big Mac Thermals / Swedish launch / 2015

A bearded model wearing a hooded rain jacket patterned with Big Macs — Big Mac rainwear / Swedish launch / 2015

White rain boots covered in a repeating Big Mac pattern — Big Mac rain boots / Swedish launch / 2015

ABC Nightline: McDonald’s McFashionPublic coverage / ABC Nightline / 2015

Swedish launch / reported results

153countries / first-week visitors

200Mpeople reached / entrant-reported

SEK 50M+earned media / entrant-reported

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