The team at McDonald's Finland presents The Icon: The Truth about the Hamburger Menu, which is a mystery mockumentary made with the help of NORD DDB Helsinki. It builds on the theory that the hamburger menu icon seen on various websites is modeled after the Big Mac and not just any sandwich. The story is 20 minutes long and viewers are led by Kaitsu and Anna-Maija, two detectives working on the case.
Copywriter at NORD DDB Helsinki, Tero Ahonen notes in an email speaking to DesignTAXI, "We see the three-lined hamburger button on almost every website… Once you see it is a Big Mac, it is hard to unsee it. It’s funny how the mockumentary also describes the whole process of how we came up with the idea in the first place. This project has been all about curiosity and to keep pushing the idea even further."
Burger-Inspired Mystery Mockumentaries
McDonald's Finland Presents The Icon Mockumentary
Trend Themes
1. Hamburger-icon Narratives - Exploring the origins of common design elements can lead to new storytelling opportunities in digital experiences.
2. Mystery Mockumentaries in Marketing - Creating engaging fictional narratives around products can captivate audiences and drive brand awareness.
3. Fictional Brand Histories - Developing mockumentaries that playfully reimagine the creation myths of iconic products can spark consumer intrigue.
Industry Implications
1. Fast Food Marketing - Leveraging storytelling techniques through mockumentaries can revolutionize how fast-food brands engage with consumers.
2. Digital Design - Uncovering hidden inspirations behind common digital symbols can open up avenues for fresh and creative design concepts.
3. Advertising and Branding - Using fictional narratives to convey brand messages can differentiate businesses and enhance customer connections.