TBWA and McDonald’s celebrate 50 years of Big Mac with 'the Unchangers'

The legendary Big Mac turns 50 this year. In the past half-century, it hasn’t changed a bit. Because why fix it if it ain’t broken? That’s the philosophy behind TBWA Brussels’ campaign for McDonald’s Belgium.

We live in times where everything changes at the speed of light, and everyone tries to keep up with every fad. Choosing not to change is quite a statement. And that’s what the Unchangers do. They just like it how it is. They always say no to new. The Big Mac, with its 50-year-old recipe, is definitely one of them. In this 60-second commercial, we follow real Unchangers, who are truly themselves and stay true to themselves. The spot, created by TBWA Brussels and Cannes Lions-winning director Jeroen Mol, premieres in early January. The Unchangers will also be brought to life on social media and other online channels.


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Soraya Hellara

TBWA Belgium

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About TBWA\Belgium

TBWA is not an advertising agency nor a marketing consultant. As The Disruption® Company, it profoundly believes in the power of creativity as an engine for the growth of brands and businesses. It offers integrated services from business and marketing strategy to user-experiences, product innovation, iconic branding, smart media, corporate reputations, and impactful campaigns. All integrated in a full-service proposition across the entire marketing value chain.  

TBWA sees the world through the eyes of Disruption®, a proven collaborative business tool to create step-changing growth. The methodology has a proven track record of business, marketing and communication disruptions created and implemented together with TBWA’s clients. 

TBWA is a global agency, but its approach and entrepreneurship are deeply rooted in the local Belgian market. With over two decades of experience and steady management, TBWA has demonstrated steady growth, robust performance, and strong commitment to Belgian brands and businesses such as Telenet, Delhaize, McDonald’s, D’Ieteren, Lotus, Engie, ING, NMBS, Barco, VRT and counting.  

TBWA measures its success by the growth and success of its clients. Together TBWA and its clients have won 19 Effies over the past 10 years and was awarded Effie Beast (as most rewarded company since the launch of the awards) in 2019.    

The biggest force of TBWA Belgium is its 200 creative minds, with diverse talents and skills, including strategic business and marketing skills, creative craft disciplines and a 70-headed in-house multimedia production unit. All of them work together collaboratively and multidisciplinary to turn ideas into reality with and for clients.  

TBWA is part of the TBWAGroup, a local holding consisting of TBWA and its sister agencies De Vloer and DDB. TBWA Belgium is part of TBWA Worldwide and Omnicom.