New York Bagel Supreme

Bagels are so closely associated with New York, you could almost feel the vibe of the Big Apple. That’s why we put this at the heart of the concept, starting with the naming of the burger: New York Bagel Supreme. This shaped the perfect springboard to make the burger part of pop culture.

Besides bagels, New York is known as the birthplace of graffiti. So, we brought this culture, the vibe of New York to the Netherlands. We flew in street artists from the legendary Bushwick Collective to create their interpretation of the New York Bagel Supreme on masts, 30meter above the Dutch highways. As well as on Rotterdam’s largest canvas, in the heart of the city. That’s how we created the world’s first Highway Gallery.

The creation of the outdoor graffiti gallery was the hero in the integrated campaign. It featured in all of the video content. From the visit to the Bushwick Collective in a tease-phase to the spray painting of the burger-artwork on the masts. From social content to the TVC.

INSIGHTS 

The artwork of the street-artists featured in all executions: from placemat and packaging of the New York Bagel Supreme to e-mailings and app, creating a distinctive and entertaining consistency across all channels.

At the end of the campaign, the outdoor canvases were cut to limited edition covers of notebooks. We handed them out to young creatives and offered McDonald’s fans the opportunity to win them via a Facebook activation.

Introducing a limited-time burger for McDonald’s is always a challenge, because most burgers tend to be look-a-likes and don’t get the time to grow into an iconic product. How can we make the launch of their new burger on a bagel bun an instant success? How to create interest in the attention-scarce media landscape?