Unexpected: The 90s are back with a bang! Literally. Once again, people are walking around with their bangs parted in the middle, just like David Beckham, Nick Carter and Leonardo DiCaprio did thirty years ago. It just so happens that the iconic hairstyle looks a lot like another icon, one of the world’s most recognized logos – the McDonald’s Golden Arches.

So, we hijacked the most iconic hairdo and created ambassadors, old and new. As a part of our celebration, we launched a McDonald’s certified barbershop with only one style on the menu, the Golden M hairdo, to make it possible for anyone to get the iconic style. The appointments took place online, where a certified Golden M hairdresser helped people trim the ultimate Golden M, safely from home. We also built an app, The Golden M Detector, that used machine learning to detect Golden M:s and people with the ‘do could use it to get a free Big Mac.

Works: Got the internet talking with 600 000 000 unique media impressions.