With more than 40,000 restaurants globally, McDonald’s is the most present restaurant in the world. To dramatize this unique brand USP, McDonald's was looking for a surprising idea to remind everyone of why they are recognized as the most loved fast-food brand.

To underline the idea of proudly being the second-choice-brand we deliberately supported this concept with our art direction: we simply created two information levels by separating between the in-focus delicacies (first choice) and the out-of-focus branding (second choice), so that also the eye of the viewer first discovers the local food and later on notices the McDonald’s restaurant nearby.

Knowing that sometimes trying exotic food can be quite a challenge and then finding familiar fast food nearby is a relief, McDonald’s created a bold brand statement: Instead of just promoting their own food, the world’s most famous restaurant decided to put local street food in the spotlight to celebrate local cuisines all over the world. By literally putting themselves in the background, McDonald’s made it clear: Try the local food first. But if you'd rather eat something familiar after all, the Golden Arches are always around. That’s how we achieved showcasing McDonald’s for what it is: the most present restaurant in the world – waiting for you almost everywhere with its iconic logo. This perception of proudly being the second-choice-brand was also underlined by our art direction: creating two information levels, we separated between the in-focus delicacies (first choice) and the out-of-focus branding (second choice).