Cyril Louis
Group Creative Director at Elephant
Los Angeles, United States
TitleMcDonald's My Burger
Campaign McDonald's My Burger
Advertiser McDonald's
Brand McDonald's My Burger
PostedNovember 2015
Business Sector Fresh Food
Story What makes the perfect burger?
Everyone has an opinion and McDonald’s fans are no different. They regularly use social media to share their views. We were tasked to do something about it – to not just listen, but act.

We created a social experiment to find the very best burgers imagined by the entire country and feature them on the McDonald’s menu. We called it My Burger.

We built an intuitive tool that allowed people to create their own perfect burger, with millions of possible taste combinations.

In 2014, McDonald’s UK launched My Burger, a crowd-sourcing campaign that allowed members of the public to design beef burgers that could appear on the menu at over 1,200 UK restaurants.
Media Type Digital
Creative Director
Art Director
Production Company
Agency Producer
Executive Creative Director
Chief Creative Officer


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