Say Cheese

CONTEXT

McDonald's was launching a new Signature Burger: Quattro Formaggi, a special hamburger with four different types of cheese.

CREATIVE INSIGHT

When taking a picture, photographers use a classic trick to make people smile: "Say Cheese". But where did this trick come from? When did people begin smiling because of cheese?

THE IDEA

We decided to take a trip through time, showing the begginings of photography. And, in the process, people realize a powerful truth: Cheese has always made you smile.