Leo Burnett London used minimalism to highlight McDonald’s iconic product. They come without branding, images or logos.
Some brands are so powerful they don’t even need to brand themselves anymore. It is the case for McDonald’s. Not only the golden arches are the most recognized symbol in the world, now the brand doesn’t even need them.
For its latest campaign, Leo Burnett London turned to minimalism to highlight the true brand power of McDonald’s iconic products. The ads contain no images, no logo, no branding. Instead, they simply showcase a list of the key ingredients that make McDonald’s core products: the Filet-O-Fish, Egg McMuffin and Big Mac. Of course, color still plays a significant role in the design.
“McDonald’s is a leader,” said Pete Heyes, creative director at Leo Burnett. “Only a handful of global brands can communicate like this. The redacted and graphic nature of this latest campaign exudes the confidence McDonald’s and its iconic products deserve.”
Leo Burnett London
Leo Burnett London
Leo Burnett London
Fancy a burger now?
CCO – Chaka Sobhani
Creative Director – Pete Heyes
Art Director – James Millers
Copywriter – Andrew Long
Designer – Jake Arnold, David Schwen
Head of Design – Phil Bosher
Account Director – Steph Bates
Senior Account Manager – Rob Ellen
Account Executive – Callum Matthews
Project Director – Emily Green
McDonald’s:
Marketing Manager – Hannah Pain
Campaign Assistant – John McClure
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