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A simple pun which merged ”yummy” with ”V.A.T.” served well for the biggest change in the fast food industry in years. This 360 campaign spanning from PR, lobbying, digital, guerilla and tv was a hit as the government dumped the VAT on restaurant food making the Swedes run for burgers. Max had their best year in history.

Client: Max

Agency: McCann

Role: Art Director

Roles: Creative Director / Creative / Art Director

Representation: ALL MARKETS.

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