McDonald’s has been serving its iconic menu in Australia for 40 years. While it’s regarded as a global brand, it has made a home of its own Down Under, even earning its very own Aussie nickname, “Macca’s”.

We set out to celebrate the special relationship Australians have with McDonald’s, in the week leading-up to Australia Day.

Australia is a pretty unique place. But there’s nothing more unique than our accent. No nation uses the English language the way we do. McDonald’s knows this distinctive dialect inside out. When people order a Strawberry Sundae here, it sounds different (more like, Strorbry Sundy). So, in the lead up to Australia Day 2019, Macca’s released a poster campaign respelling popular menu items the way Aussies say them. Paying tribute to … Straya.

The key in crafting our headlines was to articulate each word so it would bend the perception of the viewer, turning their reading into a broad Australian accent. We wanted people’s first look at the posters to be somewhat befuddling.

So on initial viewing the headlines look like typos or gobbledygook. Then when they go back for a second look and roll the words around in their mouth, they find themselves uttering a Macca’s menu item with a broad Aussie accent.