When McDonald’s wanted a print brand campaign that people would really remember, we came up with executions that truly got into their heads. By leveraging the chain’s 30-year history in the UAE, and by featuring instantly-recognizable locations from around the country, we used 50% of one of the world’s most-recognized logos to create 100% uniquely memorable messaging. It’s the brand campaign, without a brand, that came to life inside people’s minds, to give them the sign they had been looking for.

The citizens and nationals of the UAE are fiercely patriotic. Whether it’s in movies, adverts or any other medium, they love seeing the nation they hold so dearly, shine. Our campaign not only fully acknowledges this love, but celebrates it, by showcasing well-known landmarks from across the country. And by aligning these iconic locations with the iconic golden arches, we interlink people’s love for McDonald’s with their love for their country.

Print 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 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.