In 2021, the UK entered its third national lockdown due to the Covid-19 pandemic. Due to the restrictions, people were spending more time indoors than ever before. The brief was to create awareness of McDonald’s delivery service, at a time when customers were unable to visit restaurants. We needed to remind McDonald’s customers that even though they couldn’t come to us at this time, we will still deliver to them.  

It was supported with a National UK OOH buy of 2627 panels and was live 8th-19th Feb 2021.

The Creative Idea was Lights On: An optimistic reminder to McDonald’s customers that as long as their lights were on at home, our lights would be on too, to deliver those little lifts that are needed more than ever.

We knew that showing a segment of the Golden Arches, was enough, the iconic colour and shape would be obvious to anyone who saw it. The target audience was 16-44 year olds.

We used iconic Golden Arches to symbolise the journey McDonald’s makes to deliver delicious food to the nation's homes.

Beautiful execution and craftsmanship were integral to the impact of the campaign – our posters needed to stop people in their tracks. Using a mixture of photography and sourced images, we identified familiar UK housing: modern flats, terraced houses, classic three-storey sixties apartments. We illustrated each building using a perspective grid that ensured sharp, straight vertical lines, edges. The colour palette was carefully chosen to give illustrations a night-time feel and to contrast with single golden arch and illuminated window. Just one colour was used in each poster, with variations and tints to create detail and depth. Each illustration was further crafted to include lighting and shadows which followed the direction of the arches. A subtle grain and paper texture was added to give the posters a slightly weathered, printed look.

Total impacts delivered against a 16-34 audience = 199,944,650

Worldwide press coverage with 5.15M online readership.