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McDonald’s plays on its iconic branding to celebrate its golden arches
These OOH campaigns are minimalist branding at its finest, a reminder that, if a brand’s logo is iconic enough, you can remove the branding altogether and still be ever present in a consumer’s life.
Izzy Ashton
Deputy Editor, BITE Creativebrief
McDelivery
Our latest Outdoor work for McDonald’s is a reminder that even when our customers can’t come to us, we’ll still deliver to them. The campaign uses the famous Golden Arches to shine a light on the homes where our customers are still enjoying their McDonald’s favourites.
- Agency:
- Leo Burnett, London
Sector
Food & Drink
Bite Insight
There are some brands that need no copy to convey their legacy, that need no name to tell the brand’s story, that can rely on the strength of an image to speak volumes. Perhaps one of the most globally recognised of these are the McDonald’s golden arches. A branded image which is so well known it has become a visual shortcut in its own right.
In a new campaign from Leo Burnett, McDonald’s relies on the lure of the arch to pull customers in and remind them of its delivery service. For while we’re all still relatively confined to the home, this campaign demonstrates that you don’t have to miss out on your favourite meal.
‘Lights On’ shows the arch being beamed into living rooms and kitchens, houses and flats, lighting up the rooms in that iconic yellow. The branding is removed and itself on each poster is the simple line, ‘We Deliver’.
These OOH campaigns are minimalist branding at its finest, a reminder that, if a brand’s logo is iconic enough, you can remove the branding altogether and still be ever present in a consumer’s life.
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