DDB Colombia has come up with an exceptional campaign for McDonald’s that uses just half of it’s iconic ‘Golden Arches’ logo to promote their home delivery (McDelivery) service across Latin America.
Titled “Good moments don’t need to wait”, the campaign consists of 5 minimalist outdoor/print ads that feature skylines of Latin American cities with a yellow curve that starts from a McDonald’s outlet and into a building. The curve is actually one half of the McDonald’s ‘M’ logo and symbolizes an order being delivered from their restaurant to a home.
The cities featured are Santiago de Chile, Bogotá, Buenos Aires, and Mexico City. The images also show scenarios that make it tough for people to get to the restaurants, such as traffic jams, weather disturbances, and large distances. That’s when the delivery service comes in handy.
The campaign was created for Arcos Dorados, the master franchise of McDonald’s in 20 countries in Latin America and the Caribbean. Check out the ads below.
Excellent art direction and design execution by DDB Colombia, Bogota. The campaign serves as an excellent example of the power and memorability of an iconic logo. The brand identity is so well established that it can be instantly recognized using just half the logo.
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