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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Susan Zwaal

Director, Human Resources

Ben Tarr


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McDonald’s Makes Big Brand Statement With Typography-Driven Campaign

Leo Burnett London illustrates the power of minimalism in brand-free ads.

Some ingredient lists are so recognizable, they don’t even need any branding. This is entirely the case with “Iconic Stacks,” a new, brand-free campaign created by Leo Burnett London and McDonald’s.

Through a series of OOH ads, Leo Burnett London demonstrates the power of minimalism by opting not to include the fast food brand’s name, signature colors and famous golden arches. Instead the work cleverly showcases the anatomy of three iconic McDonald’s menu items: The Big Mac, McMuffin and Filet-O-Fish.

The agency teamed up with renowned typographer David Schwen to create these stunning, type-driven ads. While the artwork is type only, it only takes seconds to decipher the message. What would normally be considered a huge brand risk for advertisers, works expertly for the well-known name.

“McDonald’s is a leader,” said Pete Heyes, Creative Director at Leo Burnett London. “Only a handful of global brands can communicate like this. The redacted and graphic nature of this latest campaign exudes the confidence McDonald’s and its iconic products deserve.”