McDonald’s Belgo, the true Belgian!

The agency TBWA Brussels brings in -U-&JeanJean to direct the McDonald’s Belgo latest campaign.

This genuine hamburger is made by and for Belgians based on the consumers’ favorite flavors: crispy bacon, Maredsous cheese and “gun bread”, a number 1 in Belgium..

A burger looking like Belgians? TBWA Brussels suggests presenting it as the average Belgian man, through different scenarios, as an allusion to the typical Belgian surrealism. It’s up to -U-&JeanJean to create the comic yet chic enough universe to convey this surrealism.

-U-&JeanJean work on the graphic design, direction and music choices to highlight the Belgo on a humorous tone complying with the brand’s spirit.

The result: a fresh campaign endowed with a slice of absurd humor, –U-&JeanJean’s specialty.