Running on 6- and 48-sheets, the ‘Learn’ campaign shows McDonald’s’ iconic products – Big Mac, Fries and McNuggets – pictured alongside other everyday items with the foreign translation of their name.
For example, the ‘Learn Hawaiian’ execution shows a lamp, a violin and a camera, which are known as ‘Kukui’, ‘Pila’, and ‘Pahupa’iki’i’ in Hawaii, alongside McNuggets, which are known as McNuggets the world over.
Matt Lee and Pete Heyes were the creative directors. The copy and art direction was by Laura Randall, Gareth Butters, Matt Lee and Pete Heyes.
Media planning was by OMD UK.
Source: Leo Burnett London