McDonald's golden arches say 'Mmmm' all over

Design-driven push from TBWA\Puerto Rico and TBWA DXD builds off brand's recent identity overhaul

Published On
Mar 05, 2020

Editor's Pick

A whimsical integrated McDonald's campaign has the brand's golden arches doing double duty. 

Created out of TBWA\Puerto Rico and TBWA’s New York-based Design by Disruption (DXD) team, it cleverly embeds the iconic symbol into cute graphic images of McDonald’s offerings. For example, stacked pyramid-style, the arches become the mound of frosty fluff on top of a McFlurry. Turned on their side and piled up in rows, they mimic McDonald’s fries. With a few more twists and turns, they become a pile of hotcakes. The McDonald's name doesn't even appear in its entirety.

Simultaneously, the multiple arches convey another message: “Mmmmmm.”

The effort is running across out-of-home, television, digital and social media in Puerto Rico through the end of the year. 

Last summer, McDonald’s unveiled a visual identity overhaul that aimed to turn consumers’ every interaction with the brand into a feel-good moment. Evident in the new Puerto Rico work is a key element of the rebrand—“Archery,” a prescriptive to use the golden arches in fun, lighthearted ways to communicate the playfulness of the McDonald’s brand. 

“In a category where products look similar, it is important to build up on the imagery that makes us an aspirational brand,” said Adriana Cantero, marketing manager of McDonald’s Puerto Rico in a statement. “This campaign is a good example of how we can leverage our unique assets to stand out from the competition.”