Leo Burnett London makes people think about McDonald’s without ever mentioning McDonald’s in new outdoor campaign
McDonald’s
Issue 54 | March 2020
Agency
Leo Burnett London
Creative Team
Chief Creative Officer: Chaka Sobhani Creative Director: Pete Heyes Art Director: James Millers Copywriter: Andrew Long
Production Team
Designer: Jake Arnold, David Schwen Head of Design: Phil Bosher
Other Credits
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
Date
January 2020
Idea
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 & 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 ran 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’.”