Burnett, McDonald’s keep lights on for delivery

The striking new Leo Burnett campaign promotes McDonald’s McDelivery service through eye-catching OOH.

Iconography has been a rising trend for well-known brands—tapping into the consumer’s strong with the brand’s typography and color.

For the incredibly iconic McDonald’s, the power of the brand-free ad was demonstrated in last year’s “Iconic Stacks” campaign, where Leo Burnett London let the typography and delicious ingredients do the talking.

Leo Burnett London brings that same powerful minimalism to the new McDelivery out-of-home campaign, “Lights On,” using only the Golden Arches to promote McDonald’s home delivery service.

McDelivery Lights On - green

With its monochromatic color palette and placement of its tagline, the work halves the McDonald’s logo to strategically double its appearance as home lights—in essence keeping the lights on for those who are hungry at home during a nationwide lockdown.

Leveraging McDonald’s iconic assets to evoke consumer affinity, the agency masters the execution of minimalistic ads that resonate in the UK and beyond.


CLIENT: McDonald’s, London

AGENCY: Leo Burnett

  • CCO: Chaka Sobhani
  • Executive Creative Director: Mark Elwood
  • Creative Directors: Andrew Long, James Millers
  • Copywriter: Andrew Long
  • Art Directors: James Millers, Will Rees
  • Designer: Sam Kallen