In Costa Rica, McDonald’s gave three creatives a simple brief, “Place our core products back into the consumers top of mind”.
Simple briefs can lead to very complicated campaigns. In the case of fast food, they can also lead to predictable same-same campaigns.
Julian Robert, Kenneth Prieto and Ivan Solan avoid both pitfalls. Their campaign plays on the fact that McDonald’s products are highly recognisable. People can complete a McDonald’s product in their mind by seeing just a small part of it.
Their campaign makes people pay attention.
It provided no logo and no slogan, just the trademark colour of the brand and the worldwide fame of the Big Mac and Macca’s fries.
Each of the two executions ran as a billboard in Costa Rica and all were shared on the brand’s digital platforms.
Creative direction & copywriting: Julian Robert
Art direction: Kenneth Prieto
Design: Ivan Solano
Account Lead: Eduardo Rojas