AUCKLAND, Today: Mention cheeseburger, fries or sundae and one name instantly pops up. You already know who … McDonald’s.
That insight drives You know where, a nationwide outdoor campaign from McCann New Zealand spotlighting the brand’s most recognisable menu legends.
Billboards show only product names. No photos. No logo. Not even the Golden Arches. Just words doing all the heavy lifting.
It works because those everyday menu names are shared across competitors, yet still point straight to one place. Because you know where.
Gary Steele, Chief Creative Officer, McCann New Zealand said, “Macca’s is an iconic global brand, and their products are so iconic they need no explanation, so we let the words do the talking,”
“We loved the bold move of showing up at such a crucial moment with the Macca’s brand stripped right back—no Golden Arches, not even a hint of the product.” – Leigh Benvie, Head of Brand and Media, McDonald’s New Zealand
The minimal approach leans on a simple truth: only a handful of brands can be recognised without showing anything at all.
Leigh Benvie, Head of Brand and Media, McDonald’s New Zealand said summer road trips and beach missions almost always include a Macca’s stop.
“We loved the bold move of showing up at such a crucial moment with the Macca’s brand stripped right back—no Golden Arches, not even a hint of the product.
“There aren’t many brands that could pull that off and confidently trust people to instantly connect the dots. That’s the kind of brand power Macca’s has,” she said.
CREDITS
Head of Brand & Media: Leigh Benvie
Creative Agency: McCann New Zealand
Media Agency: OMD New Zealand
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