Nearest office

Montreal

All offices

Offices

Selected office



,


Your nearest office

Montreal

Canada

Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
Canada

http://www.marteletcompagnie.com
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer

jeanpierre.martel@mareteletcompagnie.com

514-525-4290

Nearby Leo Burnett offices

  • Montreal

    Canada

  • Toronto

    Canada

  • Detroit

    United States

  • Chicago

    United States

  • Santo Domingo

    Dominican Republic

  • Guaynabo

    Puerto Rico

  • Tegucigalpa

    Honduras

  • Guatemala City

    Guatemala

  • San Salvador

    El Salvador

  • Santa Fe, Mexico City

    Mexico

  • Caracas

    Venezuela

  • Managua

    Nicaragua

London

McDonald’s Makes Big Brand Statement With Typography-Driven Campaign

Leo Burnett London illustrates the power of minimalism in brand-free ads.

Some ingredient lists are so recognizable, they don’t even need any branding. This is entirely the case with “Iconic Stacks,” a new, brand-free campaign created by Leo Burnett London and McDonald’s.

Through a series of OOH ads, Leo Burnett London demonstrates the power of minimalism by opting not to include the fast food brand’s name, signature colors and famous golden arches. Instead the work cleverly showcases the anatomy of three iconic McDonald’s menu items: The Big Mac, McMuffin and Filet-O-Fish.

The agency teamed up with renowned typographer David Schwen to create these stunning, type-driven ads. While the artwork is type only, it only takes seconds to decipher the message. What would normally be considered a huge brand risk for advertisers, works expertly for the well-known name.

“McDonald’s is a leader,” said Pete Heyes, Creative Director at Leo Burnett London. “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.”