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McDonald’s remove name and logo in bold new OOH campaign: ‘Iconic Stacks’

An unspecified fast food chain is so convinced about its branding, it has decided not to include its name, logo or food pictures in a tasteful series of new outdoor ads.

Produced by advertising agency Leo Burnett London in collaboration with renowned type designer David Schwen, the campaign titled Iconic stacks features purely typographic posters with ingredient names colour-coded and stacked into word sandwiches.

Building on the brands heritage of iconic out of home advertising, this latest instalment serves time relevant reminders of hero menu items such as the Sausage & Egg McMuffin, Big Mac and Fillet O Fish.

Customers will not only recognise who the ads are from, but also the specific menu items being advertised.

Animated versions of each execution have also been created, using subtle motion to emphasise the characteristics of every ingredient within the stack. The campaign aired on 27th January and runs across digital outdoor sites nationwide.

“Only a handful of brands can communicate like this,” says Andrew Long, Creative Director at Leo Burnett London. “Super proud of our latest work for one of the most iconic brands in the world, I’ll let you guess which one.”

Only a restaurant as iconic as this one can make you feel hungry without any food photos.

UniLED were proud to schedule the artwork for this campaign on a local screen through our revolutionary content delivery portal, UniLIVE!