For Change Your Password Day (yes, that’s a real thing), McDonald’s Netherlands took a surprisingly sharp angle on a very familiar problem: most of us still use terrible passwords.
Instead of lecturing people about cybersecurity, the brand did what it does best, leaned into its own cultural footprint. The idea? Turn iconic McDonald’s menu items into real-world examples of passwords that are way too easy to hack.
Simple, visual, and instantly understood.
When “Big Mac” Is a Password (and a Bad One)
Across digital billboards, McDonald’s displayed passwords pulled from leaked databases, each one inspired by its menu. The most striking example: “bigmac”, which has reportedly been used more than 110,000 times as a password, according to data from Have I Been Pwned.
Other not-so-secure favorites made an appearance too: “happymeal,” “frenchfries,” “mcnuggets.” Words that feel familiar, comforting, even harmless, but are painfully predictable in a digital context.
That contrast is the entire point.
Created by TBWA\NEBOKO, the campaign is built on a minimalist insight: people don’t need another explanation of why weak passwords are bad, they just need to see how obvious theirs might be.
By putting these passwords into public space, McDonald’s turns a private, invisible habit into something tangible. There’s no punchline to explain, no CTA to overthink. If your password looks like something on a menu board, you already know the problem.
McDonald’s isn’t a cybersecurity brand, obviously, and that’s exactly why this works. The unexpected fit creates instant attention, while the brand’s global familiarity lowers the barrier to engagement. It feels less like a warning and more like a knowing nudge.
Rolled out across digital out-of-home, online video, and social, the campaign taps into a broader trend: brands using their cultural reach to address everyday behaviors, not just promote products.
No fries to order here, just a timely reminder. If your password sounds like your favorite meal, it’s probably time to change it.
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