Why McD's "Raise your Arches" set the industry ablaze and where the idea came from

McDonald's "Raise Your Arches"
Written By On Strategy Showcase

Tom Sussman
Head of Strategy


Leo Burnett, London

Connect with Tom
LinkedIn / Leo Burnett, London

Joe Beveridge
Strategy Director
Leo Burnett, London

Connect with Joe
LinkedIn / Leo Burnett, London

There was no product shots, no consumption occasion, no restaurant shown. No "ba da ba ba baa." And the industry went nuts. We hear the real story behind the work and the ethnography research that fueled it. Listen to the episode below and under that you can see the creative work from this and earlier campaigns that also reflect this brand cues approach.

Below are previous campaigns. The first is called “Stacks” and the second “Lights.” In addition, you’ll see samples from the DDB Stockholm campaign “Hairdo” that we reference in the episode.

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