Mcdonald’s ‘MMMM’

In a category where all food and ingredients look the same, McDonald’s called upon their most iconic asset and used it to create a visual language. The visual language was applied to products and ingredients and was brought to life in the form of both icons and patterns. The campaign ran in OOH, Digital OOH, Print Media, Social Media (including Instagram Stories that let you order using McDelivery), TVC, Cinema and in Restaurant.

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Watch the full animated film below:

In this visual language the arches become the mound of frosty fluff on top of a McFlurry. Turned on their side and piled up in rows, they mimic McDonald’s fries. With a few more twists and turns, they become a pile of hotcakes. The McDonald's name doesn't even appear in its entirety. Simultaneously, the multiple arches convey another message: “Mmmmmm.”