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Leo Burnett teams up with typographer David Schwen for minimalist McDonald's campaign

There aren't many brands that can get away with stripping things right back in their advertising campaigns, but McDonald's manages to succeed in its latest outdoor push.

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Typographic stack of burger ingredients in coloured text on dark green background: Bun, Beef, Gherkin, Lettuce, Sauce, Bun, Beef, Cheese, Lettuce, Sauce, Bun

Its agency Leo Burnett London has collaborated with renowned typographer David Schwen to make us think about the global fast-food chain without ever mentioning its name.

The minimalist posters feature typographic stacks of instantly recognisable ingredients of McDonald's firm favourites such as the Sausage & Egg McMuffin, Big Mac and Filet-O-Fish – think 'Muffin, Egg, Sausage, Cheese, Muffin' and you get the point.

Based on Schwen's earlier work, Type Sandwiches, it's clear that McDonald's is so embedded in our sub-conscious we simply don't need to see appealing photographs of juicy burgers or fresh salad leaves to get what the ad is about.

"McDonald’s is a leader," remarks Leo Burnett's Creative Director Pete Heyes. "Only a handful of global brands can communicate like this. The redacted and graphic nature of this latest campaign exudes the confidence McDonald's and its iconic products deserve."

Green billboard at dusk displaying McDonald's menu items stacked typographically: Bun, Beef, Gherkin, Lettuce, Sauce, repeated for different burgers
Typographic stack displaying McDonald's Filet-O-Fish ingredients in white and gold text on dark blue background: Bun, Tartar, Fish, Cheese, Bun
Typographic stack listing the ingredients of a McDonald's Sausage & Egg McMuffin in gold, orange and white text on a dark brown background
Illuminated billboard at dusk displaying stacked typographic text reading "Muffin Egg Sausage Cheese Muffin" against a darkening sky with traffic light trails below
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