Giant installations on Dubai beaches are all the rage these days. Adidas just won the Outdoor Grand Prix at Cannes for its 2021 stunt featuring an enormous swimmable billboard to promote its inclusive swimwear. And now McDonald's is getting in on the trend, setting up swings under sets of giant Golden Arches on the city's beaches.
Designed by Studio M and Leo Burnett Dubai, the swing sets have been placed in four Dubai locations: Media City, Internet City, Knowledge Park and Kite Beach. According to the brand, the installations are a reminder of the "joy of play."
"With this creative work, we aimed to bring back the joy of childhood to UAE residents," said Walid Fakih, CEO at McDonald’s UAE, in a statement. "We always strive to make feel-good moments easy for everyone and we remain committed to making real connections with our community through upcoming projects.”
“One can never deny the power and authority that radiate off of McDonald’s Golden Arches. The swings under the world’s most famous logo create happy moments and put smiles on people’s faces. We all have childhood memories of McDonald’s, and the swings help us to recall our delightful childhood joys, both in memory and in action, to create lasting moments of happiness."
"As we get carried away in life, we often forget the importance of play and the swings are simply, a reminder,” added Kalpesh Patankar, chief ceative officer at Leo Burnett UAE.