McDonald’s has launched a new campaign in the UAE that reimagines the iconic Golden Arches by setting up swings across the city of Dubai to spread joy and promote togetherness.
The McDonald’s swings under the iconic Golden Arches are helping hundreds of passers-by in Media City, Internet City, Knowledge Park and Kite Beach to enjoy some playtime, away from the stress of everyday life.
Designed by Studio M and Leo Burnett Dubai, the ‘Swings’ campaign taps into one of the world’s most famous logos to remind everyone that playtime is a source of joy.
“With this creative work, we aimed to bring back the joy of childhood to UAE residents,” said Walid Fakih, CEO at McDonald’s UAE. “We always strive to make feel-good moments easy for everyone and we remain committed to making real connections with our community through upcoming projects.”
“We all have childhood memories of McDonald’s, and the swings help us to recall our delightful childhood joys, both in memory and in action, to create lasting moments of happiness,” said Kalpesh Patankar, Chief Creative Officer at Leo Burnett UAE.
“As we get carried away in life, we often forget the importance of play and the swings are, simply, a reminder.”