2015 Winners & Shortlists

Brief Explanation

The challenge was to create posters that would be placed near the counter. So they had to be minimalistic, as not much time is spent there. But yet, engaging enough to catch their attention.

The Brief

The brief given to the creative team was to communicate McDonald’s online delivery in a fun and engaging way.

How the final design was conceived

People who eat at McDonalds love their McDonalds. We just drew analogies using different characters (some well-known) and the things they love, delivered in a McDonalds bag.

Indication of how successful the outcome was in the market

The posters were placed at points-of-purchase i.e. McDonalds outlets to promote their online delivery system. This particular outlet recorded a drop in footfall by 9% leading to more online orders.

As a leader in the Quick Service Restaurant Category, McDonald’s is constantly under scrutiny for its food quality which places a great deal of strain on its perception. More than ever people, particularly mothers, care about what they and their families eat and where their food comes from. As a result, McDonald’s is a brand that puts a lot of effort behind ensuring the cleanliness and quality of their ingredients and spares no effort to be 100% transparent with their customers, ranging from the bold step of placing nutritional information on packaging to sharing videos of food from farm to tray.