The Great White.

Creative idea

To mark the 50th anniversary of Jaws, McDonald’s reinterpreted one of cinema’s most iconic images. The instantly recognisable shark fin becomes the soft, creamy peak of a McSundae – turning danger into desire and a chilling classic into an ice-cold one. Reduced to a single visual metaphor, the print ad relies on simplicity, surprise and shared cultural memory. With a playful twist, McDonald’s celebrates the legendary film while placing its own frozen classic centre stage.

Brand name: McDonald's
Advertiser / client: McDonald's Austria
Product / service: McSundae
Campaign name: The Great White.
Agency network: Omnicom Advertising
Agency: BBDO Group Kreativagenturen GmbH
Media agency: OMD Mediaagentur GmbH
Production company: Vienna Paint Studios
Agency chief executive officer: Andreas Spielvogel
Chief creative officer: Thomas Tatzl
Executive creative director: Virginia Wilhelmer
Creative director: Christina Mer Hofmann
Copywriter: Manou Ilunga
Designer: Lorena Rösener
Account director (agency): Patricia Katzenbeisser
Client account director: Elisabeth Hahn
Media director: Bisi Andrejevic
Photographer: Michael Inmann