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McDonald’s classic double burger is celebrating its 50th birthday with an outdoor and digital ad campaign in Switzerland. The campaign, based on the iconic shape of the signature burger, highlights the differences over the 50 years spanning 1968 and 2018, underscoring Big Mac’s consistency. For example, talk is now chat, airmail is now e-mail, VHS is now mp4, etc., but the Big Mac hasn’t changed.

TBWA/Chiat/Day New York and TBWA Zurich collaborated with artist Alex Trochut, who created 10 of the posters.

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