CR Blog

McDonald's gets in on festivals act

Advertising, Type / Typography

Posted by Creative Review, 10 July 2013, 10:01    Permalink    Comments (9)

With festival season well under way, McDonald's in Sweden has unveiled this cheeky poster featuring the performers in its own year-round festival of fast food

The ad is the work of DDB Stockholm. It makes the menu items the stars (and of course Big Mac the headline act). Unusually for this kind of client, it is purely typographic with no product shots and no distinctive McDonald's yellow and red colour scheme.

The ads are running near major music events around Sweden. Expect to see them again in all those "Typography for Advertising" awards schemes categories next year.

Agency: DDB Stockholm
Client: McDonald's Sweden
Art Director: Joel Ekstrand
Copywriter: Nick Christiansen
Graphic Designer: Pärmartin Jonsson
Account Manager: Johan Anstérus
Business Director: Cecilia Falk
Creative Directors: Magnus Jakobsson & Fredrik Simonsson

Typeface: Sullivan from Lost Type Co-Op


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The July issue of Creative Review is a type special, with features on the Hamilton Wood Type Museum, the new Whitney identity and the resurgence of type-only design. Plus the Logo Lounge Trend Report, how Ideas Foundation is encouraging diversity in advertising and more


The green has replaced the red in McDonalds identity, so the absence of red is not all that surprising. Also.. nice ad.
2013-07-10 10:26:49

Nice poster. Just thought FYI:

Typeface is Sullivan & is available at Lost Type Co-op as a pay-what-you-want deal.

(I have no interests in Lost Type Co-op, just thought as it's a design based purely on a potentially free typeface that they should get a bit of credit for it!)
2013-07-10 11:27:52

@ Ed

Thanks for that. Yes, we're planning on talking to Lost Type for our Type Page in a future issue
CR PatrickBurgoyne
2013-07-10 11:32:41

Lost type have been providing some great looking pay-what-you-want font's for a while now, glad CR are going to give them a bit of recognition as a lot of the fonts are great. It's like a wee record label for fonts.

Great idea on the poster, I'd be interested to see if they developed the concept in-store and in other forms of advertising.
2013-07-10 14:12:32

Hold the phone - what's a McFeast when it's at home??
Andy Sykes
2013-07-10 14:29:44

Hopefully they paid money to the lost type foundation for that
2013-07-10 17:15:03

I have a soft spot for Lost Type, glad to see em get a bit of recognition! I even have the Lost type t-shirt!!
2013-07-10 17:28:59

nice to see MD's using a fresh foundries fonts... and also good to see they are expanding the attention time on advertising rather than "WOW - BURGER - CHEAP - BUY"
Sam Mearns
2013-07-11 12:07:34

Clever. The consumer's eye is trained on ignoring what it knows. Different colour theme and a small McDonald's symbol will keep the reader wondering for a sec "what the heck is that". It all subsides once the "big mack" catches the eye though.

Mainly a branding poster. Just wondering who's the target audience, given that everybody already knows what a Big Mack is.
2013-07-31 20:50:00

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