McDonald’s is constantly seeking ways to connect the iconic status of its brand to mainstream culture. This initiative wasn’t prompted by a traditional brief but rather a moment the brand chose to respond to:

In September of 2023, a surprise heatwave swept across the UK.

McDonald’s seized the opportunity to meet this cultural moment by celebrating its iconic menu, particularly the product most craved during the unprecedented temperatures – McDonald’s Milkshakes.

Our solution showcased how McDonald’s Milkshakes are so iconic that they can be recognized with just a single drip.

Given the unpredictable nature of classic British weather, we worked quickly to execute a weather-reactive out-of-home campaign in less than 24 hours. Targeting McDonald’s fans in outdoor environments where the effects of the warm weather were most relevant, and creating a natural role in the moment for McDonald’s refreshing Milkshakes.

With only 24 hours between conception and going live, we had to work quickly to craft our iconic visuals. The minimalist approach focused on leveraging McDonald’s distinctive brand assets that have been built with such strength over time, they can be recognised from even the smallest of cues.

Focusing on showing as little of a McDonald’s Milkshake as possible, we framed a delicious drip in a way that referenced a bead of sweat. Then cropped the iconic Golden Arches to show just enough any fan would instantly recognise the brand.

The results were immediate; the campaign resonated with the nation, with social engagement over 5000% higher than typical McDonald’s campaigns, resulting in the highest Milkshake sales of the entire year on the day of our campaign launch.