DDB Baku • McDonald's Azerbaijan • 2026
People rarely stop to ask themselves whether they’re hungry before they start shopping. But entering a mall on an empty stomach changes the way everything feels: you become more impulsive, more distractible, and more likely to want what you don’t need.
So before people started shopping, we reminded them of the appetite they were ignoring.
Using only clothing, we recreated McDonald’s most iconic meal Big Mac and fries and placed it in malls with one pointed question: “Ac qarına alış-veriş edəcəksən?” (Are you going to shop on an empty stomach?)
The campaign appeared as large-format prints in shopping mall parking lots — the very first moment in the shopper journey, before people even entered the mall.
The campaign transformed a simple outdoor format into a smart contextual intervention. By confronting shoppers with a familiar craving before they entered the mall, McDonald’s inserted itself into the shopping mindset at exactly the right moment.