This Campaign Makes You Think About McDonald's Without Even Mentioning it

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The outdoor campaign from Leo Burnett lists the iconic ingredients into the product allowing viewers can work out what it is
This Campaign Makes You Think About McDonald's Without Even Mentioning it

Leo Burnett London makes people think about McDonald’s without ever mentioning McDonald’s in new outdoor campaign.

Building on the brands heritage of iconic out of home advertising, this latest instalment serves time relevant reminders of hero menu items such as the Sausage and Egg McMuffin, Big Mac and Filet-O-Fish.

Created by Leo Burnett London, in collaboration with renowned typographer David Schwen, the eye-catching creative features ingredient stacks that are so recognisable, viewers of the work create their own association back to the McDonald’s products they are referencing.

The campaign breaks on 27th January and runs across digital outdoor sites nationwide.

Pete Heyes, creative director at Leo Burnett, said: “McDonald’s is a leader. Only a handful of global brands can communicate like this. The redacted and graphic nature of this latest campaign exudes the confidence McDonald’s and its iconic products deserve’.”

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Leo Burnett

CCO: Chaka Sobhani

Creative Director: Pete Heyes

Art Director: James Millers

Copywriter: Andrew Long

Designer: Jake Arnold, David Schwen

Head Of Design: Phil Bosher

Account Director: Steph Bates

Senior Account Manager: Rob Ellen

Account Executive: Callum Matthews

Project Director: Emily Green

McDonald’s

Marketing Manager: Hannah Pain

Campaign Assistant: John McClure

Categories: Fast food, Retail and Restaurants

Leo Burnett London, 2 months ago