Mcdonald's.
McDonald’s Australia is stripping away product, logos and even the brand name in its advertising in a campaign via Akcelo.
‘You Know Where’ features just three colours, a handful of words and perfectly placed moments that tap into uniquely Aussie behaviours and cravings synonymous with the brand.
“Macca’s isn’t just a restaurant, it’s a feeling,” said McDonald’s Australia marketing director, Amanda Nakad.
“It’s the reason a family on a road trip starts chanting ‘please please please’ the moment they spot our arches, and why leaving a fancy dinner somehow still ends with a McFlurry. ‘You Know Where’ captures something true about who we are for Australians, and we’re thrilled to be celebrating that connection in such a bold way.”
The campaign has launched nationally across OOH nationwide.
“This is one of those ideas that keeps you up at night for all the right reasons,” said Akcelo CEO Aden Hepburn.
“When we first pitched ‘You Know Where’ three years ago, we knew it was an idea that genuinely couldn’t exist for any other brand on the planet.
“Only McDonald’s has earned the cultural real estate to run a campaign with zero branding, zero product mentions and still have the entire country know exactly who it’s for. We’re incredibly proud of what this team has built and we can’t wait for Australia to see it.”
Credits
McDonald's Australia
Chief Marketing Officer – Annabel Fribence
Marketing Director – Amanda Nakad
Akcelo
Global Executive Creative Director – Louise McQuat
Creative Partner – Oskar Westerdal
Creative Team – Brandon Piggott & Justin Borromei
Client Partner – Gabriel Montalban
Producer – Manca Kocjancic & Anna Sajo
Designer – Dipesh Parmar
Chief Strategy Officer – Dave Di Veroli
Chief Executive Officer – Aden Hepburn
OMD Sydney
Account Director – Anna Heslop
Account Executive – Liv Ablett & Emily Nihill
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.