The Step Up to the Mac campaign was created to celebrate the classic flavor of the Big Mac and to introduce the new Mac Snack Wrap.
Television/Web Video
With this spot, we are reminding people of the flavor they love – the delicious taste of the Big Mac. It’s truly an icon because it has the distinctive, crave-able secret sauce and unique combination of ingredients that truly make it one-of-a-kind and an original classic. Craig Mack’s Flava In Ya Ear was a natural fit. As a result, Step Up to the Mac became the connection between the younger generation and historical tunes in contemporary retro music. The spot is simple: each scene reflects an individual’s personality and simply exudes coolness in a unique way.
Web Banner & Page Takeover
The web banner continued the classic hip hop theme by having the rhythm of the music in the background form the Big Mac and Mac Snack Wrap from within the pulsating bands of an equalizer.
Big Mac Beats! Music Maker App
A music app was also created that celebrated the Big Mac and its iconic status, The Big Mac Beats! Music Maker. With this program, mobile phone or tablet is quickly turned into a hand-held remixing machine. Users can drag and drop the song snippets and samples provided and create their own custom remixes of classic songs like Flava in Ya Ear by playing with different filters, delays, reverbs, and other effects.
Each one of the unique ingredients of the Big Mac is represented [[[on the side menu]]] as you build tracks for your composition. For example, there’s Sesame Bass and Beefy Beats for your drum kits and basslines, Leafy Loops for adding audio samples, and Pickled Piano for making melodies with different synths.
And the digital display of the waveforms of each track section is color-coded so that the final composition actually turns into the unmistakable shape of the Big Mac.
Agencies: Burrell
Role: Art Direction, Copywriting, and Design
Director: Sanji