How many brands could pull this off?
McDonald’s, whose marketing has been tilting increasingly toward minimalism in Europe, has launched an outdoor campaign that’s both subtle and loaded with swagger. The ads from Leo Burnett London don’t mention the fast food brand by name, show its logo or include any pictures of the products.
Instead, we simply see a list of the key ingredients that make up some of McDonald’s core products—the Filet-O-Fish, Egg McMuffin and Big Mac. Color plays a key role too, with each ad’s palette staying true to McDonald’s branding.
The ads were created in partnership with typographer David Schwen, the founder and creative director of Minneapolis-based Dschwen studio.
“McDonald’s is a leader,” said Pete Heyes, creative director at Leo Burnett. “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.”
Agency – Leo Burnett London
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
Marketing Manager – Hannah Pain
Campaign Assistant – John McClure
The Fans. The Brands. Social Good. The Future of Sports. Don't miss the upcoming Brandweek Sports Marketing Summit and Upfronts, a live virtual experience on Nov. 16-19. Early-bird passes available until Oct. 26. Register now.