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We pitched and won the opportunity to launch Taco Bell’s first-ever global campaign. The ask? Make the taco famous around the world in places where people may have no idea what a taco is. Often brands try to import their culture.

But we realized that even though you may not know what a taco is, they are already all around you. And once you have one, you’ll start seeing them everywhere. We launched the campaign with a massive stunt by creating a billboard the entire world could see - the moon.

The idea took off, with over 2.2 Billion impressions and 1,132 site mentions globally.

Once you see it, you can’t unsee it. Yes, all along the half-moon has been a taco and now when it appears Taco Bell is giving the whole world free tacos! 

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We started the campaign on social by teasing our Taco Bell fans across the globe with hints of what might be coming and if they have the gift to see what we see.

Then on the next Taco Moon - 4th May 2021 - we went live and celebrated by giving the world a free taco.

We used the moon to promo our offers

To amplify the campaign in the UK we created a projection of the half moon on the London Eye.

But it’s not just the half moon that looks like a taco, you can see them everywhere.

Yes #ISEEATACO is going to open your eyes to the fact tacos are all around you…

To help you share the ones you see too we’ve created a range of #ISEEATACO spotting social stickers. Get tagging as you never know you might just get a free taco.

Agency: Deutsch LA & McCann UK

Creative Director: Ciara O'Meara

Creative team: Lily Peters & Alban Laurent