Campaign Spotlight: Leo Burnett London Makes People Think about McDonald’s Without Ever Mentioning the Brand 


LONDON, UK – Building on McDonald’s 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 Filet-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.

The campaign breaks this week and runs across digital outdoor sites nationwide.

Pete 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 its iconic products deserve’.”



Leo Burnett:

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


Marketing Manager – Hannah Pain

Campaign Assistant – John McClure

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