McDonald's Got NYC's Bushwick Collective to Paint Bagel Burgers on Billboards All Over Holland

To hype the New York Bagel Supreme

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If anything says “New York” more than a bagel, it’s graffiti and hip-hop. That, at least, is the premise of a new Dutch campaign for McDonald’s, from TBWA\Neboko.

To promote a new burger—the New York Bagel Supreme—in the Netherlands, the fast-food giant flew in a half-dozen street artists from the Brooklyn-based mural project Bushwick Collective, and is paying them to paint stylized versions of the sandwich on a series of billboards. McDonald’s is filming all this, and will turn it into TV ads.

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