# Burger-Inspired Mystery Mockumentaries McDonald's Finland Presents The Icon Mockumentary By Amy Duong | Published 2024-03-04 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/the-icon-1 References: [designtaxi](https://designtaxi.com/news/426351/McDonald-s-Dissects-Hamburger-Menu-Icon-In-Mystery-Mockumentary-About-Big-Mac/) & [ddb.fi](https://www.ddb.fi/?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI)  The team at [McDonald's Finland](https://www.trendhunter.com/trends/licorice-shake) presents The Icon: The Truth about the Hamburger Menu, which is a mystery mockumentary made with the help of [NORD DDB Helsinki](https://www.trendhunter.com/trends/new-mcdonalds-campaign). It builds on the theory that the hamburger menu icon seen on various websites is modeled after the Big [Mac](https://www.trendhunter.com/trends/the-big-mac-signature) 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.” Image Credit: NORD DDB Helsinki ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 68% | Activity: 87% | Freshness: 22% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) ## Key Themes ### Key Themes Behind This Trend - **Hamburger-icon Narratives:** Exploring the origins of common design elements can lead to new storytelling opportunities in digital experiences. - **Mystery Mockumentaries in Marketing:** Creating engaging fictional narratives around products can captivate audiences and drive brand awareness. - **Fictional Brand Histories:** Developing mockumentaries that playfully reimagine the creation myths of iconic products can spark consumer intrigue. ### Where This Applies - **Fast Food Marketing:** Leveraging storytelling techniques through mockumentaries can revolutionize how fast-food brands engage with consumers. - **Digital Design:** Uncovering hidden inspirations behind common digital symbols can open up avenues for fresh and creative design concepts. - **Advertising and Branding:** Using fictional narratives to convey brand messages can differentiate businesses and enhance customer connections. ## Related on Trend Hunter - [Fan-Made Burger Signatures](https://www.trendhunter.com/trends/the-big-mac-signature.md) - [Nordic QSR Campaigns](https://www.trendhunter.com/trends/mcdonalds-8.md) - [Hackable Fast Food Menus](https://www.trendhunter.com/trends/hacked-menu-items.md) - [Playful Hamburger Campaigns](https://www.trendhunter.com/trends/burgercuda.md) - [QSR Food-Inspired Door Designs](https://www.trendhunter.com/trends/mcdonalds-france-1.md) - [Street Burger Campaigns](https://www.trendhunter.com/trends/street-fighter-menu.md) - [Fast Food-Inspired Beachy Campaigns](https://www.trendhunter.com/trends/leo-burnett-italia.md) - [Gamified Fast Food Challenges](https://www.trendhunter.com/trends/mcdonalds-side-missions.md) - [Comedic Limited-Time Burgers](https://www.trendhunter.com/trends/fake-burger-1.md)