With the introduction of the Mighty Angus hamburger, McDonald's Canada wanted to celebrate its bold, quality ingredients, including 100% Canadian Angus Beef. Drawing inspiration from vintage boxing promos, I developed a campaign based on the concept of a prizefighter, a pound-for-pound champion. The event was a knockout, prompting McDonald’s to extend it indefinitely, develop spin-off burgers under the same theme and asthetic.
Mighty Angus           
Launch Event
Client: McDonald’s Canada
Agency: Watt International
Role: Concept, Design, Art Direction 

© Nathan Maynard, 2018
Toronto, ON