Big Good | McDonald's

Big Good | McDonald's | TBWA\Spain
2022
The Big Good Project is the trust platform for McDonald’s Spain where the brand reinforces its commitment to the Spanish countryside and its farming partners. The essence of Big Good is inspired by the philosophy of karma: “what you give to the countryside, comes back in product quality.”
In the summer of 2022, several agricultural sector workers lost their harvests and incomes due to forest fires. In response, McDonald’s created a solidarity initiative through a symbolic box: the Burger That Could Not Be.
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