What could be more perfect for McDonald’s fans in the UK than the biggest Big Mac of their lives?

Enter the BigMAX – The IMAX, Waterloo transformed into a Big Mac for the 50th anniversary of this fast food icon.

The spectacular IMAX display depicted the bun, the patty and all of its garnishes in the biggest form yet. A Big Mac of the same proportions as the iconic IMAX would measure a gigantic 1,734m² – surely enough to satisfy even the greatest burger cravings.

“As an iconic McDonald’s product, we are proud and excited to be celebrating 50 years of the legendary Big Mac. It’s clear there was no better way to do that than with the biggest Big Mac of them all.

“The scale of the outdoor creative on The IMAX, Waterloo perfectly fitted the stature of our most iconic burger – and judging by social engagement on our channels, it’s exactly the sort of surprise welcomed by consumers who continue to enjoy the Big Mac!” – Thomas O’Neill, Senior Brand Manager at McDonald’s UK

The McDonald’s Big Mac creative follows closely behind other IMAX successes, including recent creative from VW for their T-Roc, EE for their exclusive Apple Watch contract, a provocative Nike and FKA twigs collaboration and Virgin Trains promoting their ‘Be Bound for Glory’ positioning.

Big brands understand the value of iconic locations such as The IMAX, as proven throughout Ocean’s Neuroscience research series. Strong emotional responses drive memory encoding, which correlates with subsequent purchase behaviour.

Ocean locations have an emotional index of 150 versus standard large format locations, whereas Ocean’s more unique architectural locations have an elevated index of 168.

The Big Mac at 50 was created by Leo Burnett London with planning by Talon and OMD UK.

We’re gonna need a bigger box! See for yourself at IMAX Waterloo #BigMac50 pic.twitter.com/dR8gtjLW4H

— McDonald’s UK (@McDonaldsUK) February 23, 2018

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