McDonald's Menu Takes on Iconic Golden Arches for Compelling Visual Campaign

TBWA’s Design By Disruption (DXD) and TBWA\San Juan have launched new work for McDonald's Puerto Rico 

A NY based design agency within TBWA\Chiat\Day NY, DXD works with the intention to drive culture, and to bring surprising depth to design. 

This new project for McDonald's Puerto Rico turned McDonald’s most iconic visual asset, the Golden Arches, to own and brand every product and ingredient - using the Golden Arches to visualise menu items like fries, hotcakes and the McFlurry. The ‘MMMM’ campaign echoes the simplicity and iconic imagery that’s become a hallmark of the brand’s marketing efforts.

The visually compelling creative has launched on social and OOH, with TV, digital and social media running throughout Puerto Rico from this week throughout the remainder of the year. 

Adriana Cantero, marketing manager McDonald's Puerto Rico / Arcos Dorados highlights the disruptive nature of the design, noting: “In a category where products look similar, it is important to build up on the imagery that makes us an aspirational brand. This campaign is a good example of how we can leverage our unique assets (Golden Arches) to stand out from the competition.”