Print ad: McDonald's Breakfast: McBreakfast

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Many people are not even aware that McDonald's serves breakfast. We were tasked to change this perception by positioning McDonald's as a one-stop-breakfast option where a complete and satisfying meal could be enjoyed. To dramatize the fact that people could have a full breakfast experience at McDonald's, Leo Burnett Dubai explored a visual grammar that broke the clutter of conventional food photography. Vectors allowed us to 'dissect' each food item in the form of a coffee cup. The resulting graphics combined both food and beverage, conveying the idea of a complete breakfast. The simplicity of the illustration style connected with McDonald's positioning of 'Simple, Easy Enjoyment.'