| Title | McDonald's My Burger |
| Agency | Razorfish (Europe) |
| Campaign | McDonald's My Burger |
| Advertiser | McDonald's |
| Brand | McDonald's My Burger |
| Posted | November 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 | Stuart O |
| Copywriter | Jon Usher |
| Art Director | Paul Stoeter |
| Production Company | Cartelle |
| Agency Producer | Daniel Montalbano |
| Designer | Steve Yip |
| Executive Creative Director | Nick Turner |
| Chief Creative Officer | Dan Bonner |