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.

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."


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