For the second year in a row, McDonald’s was selling 3 sizes of Big Mac. And this year, they were launching during Valentine’s Day. So, without any new news, we needed an idea that would drive conversation.

We created, the Bling Mac—a ridiculous, diamond encrusted, 18k gold ring that was worth over $12,000.

It blew up the internet and got covered in places McDonald’s rarely has headlines, like Cosmo and People.