McDonald’s Maestro burgers launched in Europe as a premium range with gourmet ingredients and bold flavour combinations.

Each year a new burger was introduced with a completely different taste profile. The challenge wasn’t just to advertise a burger, but to give every launch its own personality, tone and creative direction while still living inside the McDonald’s world.

For the Spring Sofia launch, we needed to create a character that captured the burger’s fresh yet indulgent flavour combination and make it instantly memorable.

Spring Sofia became more than a burger. She became a character.

Inspired by the burger’s Mediterranean ingredients, we imagined her as an elegant, confident woman who turns heads wherever she goes. Sophisticated but playful, effortlessly stylish and impossible to ignore. Think Monica Bellucci in Malèna.

The campaign treated the burger like a captivating presence moving through the city, with people drawn to her wherever she appeared. The voiceover introduced her almost like a mysterious woman you simply can’t stop watching.

A premium burger presented with personality, allure and a touch of seduction.