McCain: 50% More Man: Billboard

McCain’s new Man-Size Meals are made for a Man-Size hunger.
Hence you get an ‘extra 50% more’ than your traditional frozen dinner.
TBWAMelbourne invented the quirky ‘50% More Man’ character to illustrate this bold product benefit.
‘50% More Man’ quickly became the freaky figurehead for Man Size meals, launching a 360 degree campaign through social, outdoor and mobile platforms.