MCDONALD'S BREAKFAST - SAUSAGE MCMUFFIN WITH EGG & COFFEE
Brand | MCDONALD'S |
Product/Service | McDONALD'S |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Illustration |
Entrant Company
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Advertising Agency
|
LEO BURNETT DUBAI, UNITED ARAB EMIRATES
|
Media Agency
|
OMD Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
The challenge was to communicate McDonald's as a complete breakfast option while remaining faithful to the simplicity of it's brand DNA. To dramatize the fact that people could enjoy a full breakfast experience, we felt the need to explore a new kind of visual grammar with the potential to break the clutter of conventional food photography.
The Brief
Most people who don't breakfast at home choose Starbucks or similar outlets for a coffee and croissant in the morning. Perhaps more importantly, many people are not even aware that McDonald's serves breakfast at all. 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.
How the final design was conceived
Vectors allowed us to 'dissect' each food item in the form of a coffee cup. This resulted in graphic illustrations that combined both food and beverage, conveying the idea of a complete breakfast. The simplicity of the illustration style gave a sought after warmth to the artwork and connected with McDonald's positioning of 'Simple, Easy Enjoyment'.
Indication of how successful the outcome was in the market
Still waiting on results
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.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Andre Nassar |
Leo Burnett |
Regional Executive Creative Director |
Rafael Augusto |
Leo Burnett |
Creative Director |
Daniel Salles |
Leo Burnett |
Head Of Art |
Hana Kawalit |
Leo Burnett |
Art Director |
Zaid Alwan |
Leo Burnett |
Senior Copywriter |
Jad Mouhawej |
Leo Burnett |
Regional Communication Director |
Rasha Alazem |
Leo Burnett |
Associate Regional Communication Director |