Overview
To celebrate Burger Day, Coca-Cola and McDonald’s joined forces for the Surreal Burgers campaign. This groundbreaking initiative blended creativity with artificial intelligence, allowing consumers to craft their own unique, AI-generated burgers through an engaging interactive experience.
Opportunity
People love dreaming up wild, out-of-the-box burger combinations. But what if AI could turn those ideas into visually stunning creations?
The challenge was to merge innovation and technology in a way that would not only captivate audiences but also boost sales.
My Contributions
We developed an interactive landing page where users could take a short quiz to generate their own AI-designed burgers. The quiz used inputs like favorite music genre, movie preferences, and zodiac sign to create personalized, surreal burger visuals. Each AI-crafted burger was paired with a real-world combo voucher, offering a discount on a Coca-Cola and McDonald’s meal.
As the UX/UI Design Lead, I spearheaded both the creative and technological aspects of the project, from guiding MidJourney optimization prompts to designing an AI-powered system that translated user preferences into imaginative burger designs.
Outcomes
• 383% increase in combo sales compared to previous year
• 50K surreal burgers created
• 22MM impressions in just one week
• 50K surreal burgers created
• 22MM impressions in just one week
Awards
• Effie Awards LATAM / Bronze in Artificial Intelligence (2024)
• Effie Awards LATAM / Shortlist in Promotional Marketing (2024)
• Lürzer's Archive / Featured in the Print category (2024)
• Smarties Awards Brazil / Shortlist in Instant Impact in a Promo (2023)
• Lürzer's Archive / Featured in the Print category (2024)
• Smarties Awards Brazil / Shortlist in Instant Impact in a Promo (2023)
