McDonald’s Campaign in Singapore Shows the Power of an Immediately Recognizable Brand

When you’ve been around long enough and satisfied the cravings of enough customers, your products or services (hopefully) reach the status point where even a mere representation allows them to speak for themselves in an immediately recognizable form.

So it is with McDonald’s – as perfectly displayed in a recent campaign created by DDB Singapore in celebration of McDelivery Day last week.

The print campaign, done together with Paris-based creative artist Anne-Laure Maison, took inspiration from the ubiquitous symbol of a late night — the lit window — which was fashioned into various McDonald’s offerings.


“We’ve all been up late for a myriad of reasons. And no matter how late you’re up, McDelivery Singapore wants you to know that it’ll be right there with you” said Chris Chiu, DDB’s group chief creative officer.

The ads, which also highlighted Grab Food delivery, ran across out of home, print and social. The brand also featured an online film celebrating the people who deliver those cravings to your door.



Advertising Agency: DDB, Singapore
Group Chief Creative Officer: Chris Chiu
Art Directors: Qihao Shum, Firrdaus Yusoff, Sithum Walter, Douglas Tham
Copywriters: Qihao Shum, Firrdaus Yusoff
Creative Artist: Anne-Laure Maison


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