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Leo Burnett London makes people think about McDonald’s (without mentioning McDonald’s) | Creative Moment

Leo Burnett London makes people think about McDonald’s (without mentioning McDonald’s)

Leo Burnett London makes people think about McDonald’s (without mentioning McDonald’s)

BOAST is a place where you can find out about recent creative campaigns. 

It is a space where agencies can tell us about the new work they are proud of; blowing their own trumpet, so to speak. 

Here's the latest from the creative world as we know it.

A campaign by Leo Burnett London

Building on the brands heritage of iconic out of home advertising, this latest instalment serves time relevant reminders of hero menu items such as the Sausage & Egg McMuffin, Big Mac and Fillet O Fish.

Created by Leo Burnett London, in collaboration with renowned typographer David Schwen, the eye-catching creative features ingredient stacks that are so recognisable, viewers of the work create their own association back to the McDonald’s products they are referencing.

Animated versions of each execution have also been created, using subtle motion to emphasise the characteristics of every ingredient within the stack.

The campaign aired on 27th January and runs across digital outdoor sites nationwide.

Peter Heyes, Creative Director at Leo Burnett, said “McDonald’s is a leader. 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 it’s iconic products deserve’.


CCO – Chaka Sobhani
Creative Director – Peter Heyes
Art Director
– James Millers
– Andrew Long

Designers – Jake Arnold, David Schwen
Head Of Design – Phil Bosher
Account Director – Steph Bates
Account Manager
– Rob Ellen
Senior Producer – Emily Green

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