Everything Has an Origin
Over 70% of McDonald's shopping basket in Spain comes from local suppliers. However, most consumers are still unaware of the domestic origin of many ingredients. The challenge was to break down prejudices and connect with a society that deeply values culinary tradition and locally sourced products, making tangible the brand's commitment to Spanish agriculture.
"We brought McDonald's golden arches to the origin of the product to prove that a global brand is also born in the Spanish countryside."
The totem as a seal of quality
The strategy posed a simple yet powerful idea: relocating McDonald's iconic totem — typically associated with urban environments and highways — to the places where the product's story truly begins. By installing the golden arches on farms and fields, we turned farmers and ranchers into the true protagonists of the narrative, transforming a commercial symbol into a public recognition of the value of Spain's primary sector.
An itinerant and sustainable installation
Giant totem installations were executed at key points across Spain's geography where the brand's ingredients originate. This action not only served as a powerful visual resource for media, but was designed under a circular economy model: temporary, rotating structures that, after removal, were fully recycled, reinforcing McDonald's commitment to sustainability and the environment.
