McDonald's and Leo Burnett are launching a new instalment of their ‘Breakfast, done properly’ platform, celebrating the iconic McDonald’s morning menu. Built around the idea that a … read moreMcDonald's Breakfast is so iconic it needs no explanation, the campaign strips away all logos from the ads, letting the food itself be the distinctive asset that communicates the brand. The campaign follows concept research by Savanta’s McVue tool, which found that up to 90% of people correctly identified McDonald’s Breakfast products even when shown without branding. The insight confirmed what fans already know: McDonald’s Breakfast is instantly recognisable with no product names or logo required. Bringing this to life, the campaign features a series of 30" and 10" films showcasing McDonald’s Breakfast in its purest, most irresistible form. Set to cinematic music, each film lingers on close-ups of the Sausage & Egg McMuffin®, Hash Brown, Egg & Cheese McMuffin® and Breakfast Wrap - capturing the distinctive shapes that make McDonald’s Breakfast so iconic. A voiceover explains how McDonald’s Breakfast needs no explanation without ever naming the products or the brand.
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