» Big Heart
BRAND ACTIVATION
On November 20, Universal Children’s Day, McDonald’s wanted to support the families staying at Ronald McDonald House Charities in Spain. The idea was simple yet powerful. To inspire the country to give from the heart, we transformed McDonald’s most iconic product into a symbol of generosity.
The Big Mac had never changed its shape in its entire history. It is the untouchable icon of the brand. But for the first time ever, the classic three-part bun was redesigned into a heart-shaped version created exclusively for this initiative. A global symbol became a national gesture of compassion. And I had the privilege of being the creative behind the first and only shape change the Big Mac has ever had.
McDonald’s
Agency
TBWA Spain
The Big Heart launched nationwide for one day, with all proceeds going directly to Ronald McDonald House Charities. Spain embraced it immediately. People shared it, photographed it, and turned it into a cultural moment. The campaign reached more than 15 million people, increased earned media by 87 percent, set a new fundraising record, and raised over 295,000 euros in a single day.
But the greatest recognition didn’t come from awards. The real award is that McDonald’s has continued producing the heart-shaped Big Mac every year since. What began as a one-day activation became a tradition that still lives on long after the campaign ended.
On a personal level, this project taught me one of the most important lessons of my life. During the shoot, I spent time with children living with long-term illnesses. Watching them smile, play, and simply be kids despite everything they were facing changed the way I see creativity and the world. It reminded me that the most meaningful ideas are the ones that touch real lives, leave something behind, and continue to grow long after we walk away.