Outdoor brand campaigns for fast food companies all look the same – giant pictures of food, accompanied by a logo and a line. For this campaign, we were asked to create outdoor messaging for McDonald’s that would really stand out from the clutter. It had to be visually impactful and extremely memorable, so that every time someone saw it, they would immediately think of the world’s favorite burger joint.

The campaign was a resounding success and proved extremely popular with the public. Massive awareness was created, with total impressions exceeding 197 million, equating to a reach of 47%, and a frequency of 18. It also caused a splash on social media, with 7 000 likes and over 867 000 views on Instagram and 38 000 views on TikTok.