McDonald’s proves less really can be more

The McDonald's golden arches are synonymous with the global fast-food company: a hallmark of the Macca's brand.

Their latest campaign, from Leo Burnett London, has been widely praised for its stylish use of the iconic arches, which light up the windows of homes, promoting their 'We Deliver' message. The ad hinges on the recognisability of McDonald's signature branding and colours, with only one arch featuring in the frame.

McDonald's has adopted the minimalist model several times, particularly when encouraging customers to make use of home delivery. Similar striking campaigns include TBWA’s photographs featuring streetscapes through rain-soaked windows for McDonald's France and Leo Burnett’s campaign for McDonald’s UK replacing imagery of hamburger filling with words on billboards.

Now, in the context of lockdown, the McDelivery message is enduringly relevant, and executed in the simplest of ways.