The Idea

Introducing the wrap on the world’s most wellknown burger restaurant stirrs things up
so why not stirr it even more up by turning the Golden Arches upside down?

And then

During the campaign period we teased the public by turning all flags and signs at the restaurants upside-down. We supported the idea by running print ads in national newspaper, tweeting, and interacting with fans on Facebook, who were all wondering what was going on.