McDonald’s asked us to come up with a retail ad to introduce their new range of burgers that are inspired by flavours South Africans know and love. We based our idea on the insight that South African flavour is more than tomato and onions – it’s the way we interact with each other. The way we share. The way we spend our time together. Because South African flavour is not a taste. It’s a feeling. And this campaign is all about celebrating how it feels to be South African, because it’s that feeling that inspired McDonald’s new McFlava burgers. The way McDonald’s experiences South Africa, is through its customers. So we decided to show that South African flavour is a feeling through the various customers that walk through their doors every day.