McDonald’s
Spain is the European country with the most hectares burned by wildfires in 2022, being the worst year so far this century. In addition to razing forests, fire has also destroyed thousands of hectares of croplands.
What if McDonald's decided to buy part of those lost crops to launch a hamburger that, like the crops, doesn't exist? What if it would be sold in restaurants to help affected crop and livestock farmers?
The burger that could not be is a burger that doesn't exist, but that you can buy to help the countryside.
McDonald’s
2022
TBWA\
Creative Direction & Art Direction
Cannes Lions_ 1x Shortlist
C de C_ 3x In Book
The One Show_ 1x Merit 2x Shortlist