Smith & Western Wins Prestigious Silver Award for Sonic Branding at Transform ANZ Awards

Smith & Western has been recognised at the recent Transform ANZ Awards in Sydney, winning a Silver award for its groundbreaking work on the McDonald’s Big Mac 50th Anniversary campaign. This accolade celebrates their expertise in crafting sonic identities that resonate deeply with audiences and elevates brand experiences.

Smith & Western collaborated closely with DDB Sydney to recreate the world’s oldest burger chant with an incredible homage to its trip through time for old and new generations of Big Mac fans – proving that the Big Mac is truly ‘The Original Mouthful’.

“Receiving this recognition is an incredible honour,” said Nick West, creative director at Smith & Western. “Sonic branding is about creating an emotional bridge between brands and their audiences, and to achieve this for McDonald’s has been an amazing journey. This award is a testament to the power of sound in storytelling. The campaign pays tribute to how loved Big Macs were throughout the decades and how the chant entered the Aussie vernacular.”

Smith & Western’s clever reimagining of the famous “Two all beef patties…” jingle across the decades was at the heart of the campaign.The chant was masterfully reimagined across the decades, creating versions that evoked the unique sounds and styles of the 70s, 80s, 90s, and 2000s. Each rendition captured the essence of its era. This innovative approach not only celebrated the brand’s rich history but also connected with audiences of all generations, making the campaign a nostalgic yet forward-thinking celebration of McDonald’s legacy.

Smith & Western’s win underscores their reputation as innovators in sonic branding, continually pushing the boundaries of music and sound to help brands tell their stories in unforgettable ways.

For more information about Smith & Western and their award-winning work, visit www.smithandwestwern.com.au