So to give them a distraction, TBWA\Belgium developed a 500-piece McDonald’s burger puzzle–jumping on the newfound popularity of jigsaws, which have fast become the unofficial quarantine pastime, as anyone who has managed to get their hands on one will know.
“Puzzling is the perfect way to kill time and calm you down in this stressful period,” the agency said in a statement announcing the puzzle. “This yummy-looking jigsaw puzzle counts 500 pieces, enough for hours of staring at ridiculously little pieces of melted cheese.”
The agency added an important note of caution, though: “But pay attention. Don’t eat it, complete it.”
TBWA made 20 of the limited edition jigsaws and gave them away via an Instagram competition last week. To get their hands on one, fans had to share an image of the puzzle, say why they wanted one, and tag McDonald’s.
Creative Director: Jeremie Goldwasser
Art Director: David Maertens
Copywriter: Thomas Driesen
Social Creative: Anke Verhaegen
Account Executive: Elien Onclinx