McDonald’s Australia has launched a new out-of-home campaign created by brand experience agency Akcelo that removes products, logos and even the brand name from its advertising.
The campaign, titled You Know Where, is running nationally across billboards, street furniture and digital screens, using short phrases and contextual placements designed to reference familiar moments associated with the fast-food chain.
McDonald’s Australia Marketing Director Amanda Nakad said the campaign was built around the brand’s connection with Australian consumers.
“Macca’s isn’t just a restaurant, it’s a feeling. It’s the reason a family on a road trip starts chanting ‘please please please’ the moment they spot our arches, and why leaving a fancy dinner somehow still ends with a McFlurry.
“You Know Where captures something true about who we are for Australians, and we’re thrilled to be celebrating that connection in such a bold way.”
Campaign relies on brand recognition
Created and produced by Akcelo, the campaign uses three colours, minimal copy and location-specific messaging rather than traditional branding.
Executions include messaging outside fine dining venues asking “Room for dessert?”, rural highway billboards reading “Busting?”, and late-night digital placements featuring the line “After the after party”.
According to McDonald’s, the campaign is designed to tap into everyday occasions where the brand is top of mind without directly identifying itself.
Akcelo revives long-running idea
Akcelo CEO Aden Hepburn said the concept had been in development for several years before being brought to market.
“This is one of those ideas that keeps you up at night for all the right reasons. When we first pitched You Know Where three years ago, we knew it was an idea that genuinely couldn’t exist for any other brand on the planet.
“Only McDonald’s has earned the cultural real estate to run a campaign with zero branding, zero product mentions, and still have the entire country know exactly who it’s for. We’re incredibly proud of what this team has built, and we can’t wait for Australia to see it,” Hepburn said.
The campaign has launched nationally across out-of-home media.
Credits
McDonald’s Australia
Chief Marketing Officer – Annabel Fribence
Marketing Director – Amanda Nakad
Akcelo
Global Executive Creative Director – Louise McQuat
Creative Partner – Oskar Westerdal
Creative Team – Brandon Piggott & Justin Borromei
Client Partner – Gabriel Montalban
Producer – Manca Kocjancic & Anna Sajo
Designer – Dipesh Parmar
Chief Strategy Officer – Dave Di Veroli
Chief Executive Officer – Aden Hepburn
OMD Sydney
Account Director – Anna Heslop
Account Executive – Liv Ablett
Account Executive – Emily Nihill