THE MOSAIC

Brand
MCDONALD'S ITALIA
Entrant Agency
LEO
Category
Industry Craft
Award
Shortlist
Festival & Year
Cannes Lions (2026)

Case Study Details

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Presentation Board

A UNIQUE MOSAIC CE LEBRATES THE JUBILEE OF 2025 McDonald’ plants ancient fast food mosaic in central Rome ROMATODAY E F FAMOUS [HILZIAIN j THE MOSATIC eS y THE OLDEST AD EVER DISCOVERED Romeis the city with the greatest concentration of historical and archaeological For the occasion, McDonald's launched the Welcome to Rome Menu, The mosaic was created using ancient Roman techniques by a team heritage in the world. Its historic center, a UNESCO World Heritage Site, holds over specially curated for Jubilee visitors, featuring an unexpected discovery: of ten mosaic artists, who hand-laid 18,000 tiles to complete the artwork. 16% of the world’s cultural assets. Often described as an ‘open-air museum’, a mosaic depicting ancient Romans feasting on fries and hamburgers, Itwas “discovered” by archaeologists on May 29, 2025. Images of the find Rome constantly reveals its past: every excavation brings history to the surface, installed within an archaeological excavation in Rome's main gallery. A warm quickly spread worldwide, turning the campaign into a global sensation. as demonstrated by the many discoveries made during construction works ahead invitation to enjoy McDonald's iconic classics in the world's most classic city. i of the Jubilee - the major 2025 event drawing more than 105 million visitors. Martina Zavagno IMy favorite piece of art in Rome these days isa MeDonald's mosaic. ‘ S@ meer seen Imagine Archeologists in the future uncover this? LE icastromedia © {wit about the ancient word fahreddinosmanca Harika ya and tm ove’ The missing ne tesserae...riant Varun Kundra ‘McDonalds just broke the internet. ‘mrand.mrs.costume t : ~ c & } Historically accurate ++ @ ane pe ania —- , eee ad R ‘ Lf ; 2 | ‘lisicos < ‘ HW! CREAPILLS McDonald's installe une fausse mosaique swan i} 4 . " des burgers au fama een | é z . : ’ 3 coeur de Rome Sglanatas saya GaN Say trons re samo ay in thy woud havo ved it. J eye-catching 231023 ssa ae PIEFILEORENET 1 TER, MeDonaids cavendocreative HBO Gotta love this creativity! Briliantly adapted to its context ‘ 10 18, er * rome 5S. MOSAICISTS TILES SALES VISITS IN STORE

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