Cultural/Context

McDonald's is an essential piece of pop culture and is one of the most iconic brands in the world.

The Big Mac, the McFries and the Happy Meal are 3 core products from McDonald’s menu, and are served in over 117 countries every day.

These products have been so consistent through the years that they represent a language that everybody understands, and also have a unique connection with people. (We have all experienced great moments and emotions with them).

Insight/Idea

McDonald's menu items are so iconic that people automatically recognize them with just a glance.

The campaign presents McDonald’s icons as blurry images against simple single-colored backgrounds. No golden arches. No logo. They break the clutter in a crowded landscape of billboards advertisements and hard-sell promotions.

Results

The campaign not only drew the attention of consumers, but also of the whole world, making headlines on famous media outlets.

Media Placement for Outdoor

This outdoor campaign was placed around the city of San Juan Puerto Rico, using traditional billboards, bus stops and digital billboards of various sizes. We strategically placed the billboards and bus shelters on areas that are crowded with hard-sell advertisements, breaking the clutter on a landscape of traditional promotions, No golden arches, No logo.