THE BURGER THAT COULD NOT BE_McDONALD'S

THE BURGER THAT COULD NOT BE.

Brand_ McDonald’s Agency_ TBWA\ Role_ Creative direction & Copywriter.

Spain is the European country with the most hectares burned by wildfires in 2022, being the worst year so far this century. In addition to razing forests, fire has also destroyed thousands of hectares of croplands.

What if McDonald's decided to buy part of those lost crops to launch a hamburger that, like the crops, doesn't exist? What if it would be sold in restaurants to help affected crop and livestock farmers?

The burger that could not be is a burger that doesn't exist, but that you can buy to help the countryside.

— Recognitions:

Cannes Lions_ 1x Shortlist / CdeC_ 3x In Book / The One Show_ 1x Merit 2x Shortlist

All SUPERHERO_McDONALD´S CAPTAIN OLSON_RMHC MAX MOTOR DREAMS_FORD THE BURGER THAT COULD NOT BE_McDONALD'S PLAYTOMIC_THE PERFECT APP IF YOU ARE NOT RAFA NADAL BIG GOOD_McDONALD'S AN ORDER WORTH WAITING FOR_McD VERTICAL GIG_SAMSUNG THE MOVIE OF YOUR LIFE_RUAVIEJA COLD LINE_MAXIM ESUS_FORD PRISON REVIEWS_ EDITORIAL CARAMBAIA SEBAS&ALICIA_McDONALD´S EASY_TERRA PERSPIRATION ROCKS_CIA ATHLETICA 90' LETTER_TECATE BOX_SADIA HEARTS_HOSPITAL BP

SUPERHERO_McDONALD´S CAPTAIN OLSON_RMHC MAX MOTOR DREAMS_FORD THE BURGER THAT COULD NOT BE_McDONALD'S PLAYTOMIC_THE PERFECT APP IF YOU ARE NOT RAFA NADAL BIG GOOD_McDONALD'S AN ORDER WORTH WAITING FOR_McD VERTICAL GIG_SAMSUNG THE MOVIE OF YOUR LIFE_RUAVIEJA COLD LINE_MAXIM ESUS_FORD PRISON REVIEWS_ EDITORIAL CARAMBAIA SEBAS&ALICIA_McDONALD´S EASY_TERRA PERSPIRATION ROCKS_CIA ATHLETICA 90' LETTER_TECATE BOX_SADIA HEARTS_HOSPITAL BP