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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TBWA\Belgium is and has been a top-3 ranked agency for the last decade, and operates with the strong belief that IDEAS CREATE GROWTH. To make this happen in real life for its local and international clients, TBWA Belgium has developed and is recognised for its world class brand building and strategic capabilities. TBWA\Belgium is the most integrated communications group in Belgium, bringing many different disciplines together under 1 roof, 1 P&L and 1 culture. All of this to answer the client’s challenges in a modern, collaborative and comprehensive way.

TBWA\Belgium is the Disruption® Company: the cultural engine for the 21st century business. Disruption® is at the core of TBWA’s strategic and creative development. It is a gateway to great work and unconventional behavior. Disruption is about dismantling the status quo to create opportunities and dramatic business results for our partners.

TBWA\Belgium was elected Agency of the Year twice in the last decade and digital Agency of the Year 5 times in the last 6 years. On creative awards, we see them as a great internal motivator and it helps us recruiting new talent. So yes, we’re always in the top 5 in our market. But more importantly, we clearly stand out as the most awarded Effie agency in Belgium. The Effie Awards honour the most significant achievement in marketing communications: ideas that work. And that’s what we’re all about!

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