Typography replaces beef, lettuce and cheese in McDonald's unbranded billboards
The ingredients speak for themselves in campaign from Leo Burnett London
Feb 06, 2020
McDonald's latest outdoor push in the U.K. features billboards that don't carry any McDonald's branding—not even the Golden Arches.
Instead, the billboards simply list McDonald's ingredients—such as muffin, egg, burger, bun and cheese—stacked on top of each other, in the order that makes up hero menu items such as the Sausage & Egg McMuffin, Big Mac and Filet-O-Fish.
Agency Leo Burnett London, commissioned typographer David Schwen to create the ads, which are running on outdoor and digital outdoor sites.
"Only a handful of global brands can communicate like this," said Leo Burnett creative director Pete Heyes in a statement. "The redacted and graphic nature of this latest campaign exudes the confidence McDonald’s and its iconic products deserve."