Cannes Lions
DDB SINGAPORE / MCDONALD'S / 2019
Overview
Entries
Credits
Background
McDelivery Singapore is one of the first few countries in the world to have 24/7 delivery service. So you can pretty much enjoy your McDonald's favourites at any time you like.
Execution
No matter how late you’re up, McDelivery Singapore wants you to know that it’ll be right there with you.
So we took the ubiquitous symbol of a late night — the lit window — and fashioned it into iconic products.
To bring the idea to life, over 300 photographs of windows were taken from all over Singapore. From offices to houses, each window symbolised a late-night moment.
Window sizes and shapes were then carefully curated to take the form of two of McDonald’s most recognisable products – the fries and the Big Mac. The challenge was then to find that balance between crafting a shape that would resemble those products, while—art directionally—maintaining an organic look and feel. Windows were also chosen for their colours, and others were colour-corrected to match the products.
The end result? A striking tribute to two of McDonald’s well-loved favourites.
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