McDonald's minimalist ads put location pins on iconic menu items
New outdoor work for McDelivery from Leo Burnett continues its bold graphic designs
Jun 10, 2022
McDonald's outdoor work in Europe has featured some striking minimalist designs, from 2021's "Lights On" campaign by Leo Burnett featuring a single golden arch illuminating windows, to TBWA/Paris' 2020 push comprising close-up photography of a Big Mac, fries and a cheeseburger.
The latest example comes once again from Leo Burnett, whose London office has created some colorful new billboards to promote the chain's McDelivery service. The designs integrate location pins found on mapping apps into bold visuals of a Big Mac, pickle, strawberry milkshake and fries, together with the caption "We deliver."
“The iconicity of McDonald’s distinct brand assets built up over decades is unrivaled," said Mark Elwood, executive creative director, Leo Burnett London, in a statement. "It’s proving catnip to our creative department's craft instincts, playing around with minimal branding to still deliver some truly iconic work.”