Two all-beef patties, special sauce, lettuce cheese pickles onions on a sesame seed bun. The iconic ingredients that make up arguably the world’s most famous and recognisable burger. The Big Mac.

So, to celebrate its 50th birthday, we set out to make people aware of just how well they knew the sandwich - by not showing it at all. We were able to demonstrate how iconic the Big Mac was to people, by proving they could identify one by a single ingredient. All while unbranded, and without ever mentioning its name.