McDonald’s most popular menu items have achieved such a status that they can easily speak for themselves, evident in campaigns from around the world that featured the Big Mac and fries in lights, or even completely blurred out.
A new effort from DDB Singapore uses those signature silhouettes to communicate another aspect of McDonald’s offerings—its delivery service. The agency teamed up with Paris-based artist Anne-Laure Maison to render a Big Mac and fries in the form of windows, clustered together, lit-up during the late-night hours.
DDB Group Chief Creative Officer Chris Chiu explains the concept: “We’ve all been up late for a myriad of reasons. No matter how late you’re up, McDelivery Singapore wants you to know that it’ll be right there with you.”
The ads promoted McDelivery Day celebrations in Singapore, which ran from April 8 through 11. The campaign ran across out of home, print, social and also featured an online film.