The goliath that is Maccas (to Aussies) always needs to re-invent itself every once in a while and this was no exception. With sales on the decline McDonald's set about rivalling the best burgers joints around Australia with a new concept - Create Your Taste. A new menu of ingredients where customers get to play chef and have whatever they so desire. You want 3 patties of beef and 3 slabs of cheese with pickles and mustard? Go ahead. 

VML was charged with the task of launching this to Australia by creating a huge campaign with a custom built responsive burger builder engine at the heart. With 100,00 prizes to giveaway, there was plenty for aussies to get excited about. With all media; TV, Radio, Online Outdoor, Social and Press all driving to the website we wanted to create a fun, easy intuitive experience for users to quickly build burgers and explore the range. And boy did they build them. By November 3rd, we had reached the magic 1,000,000 unique burger creations on the site. 

https://buildyourburger.mcdonalds.com.au/