Could you spot a Big Mac at high speeds? DoorDash campaign puts it to the test

McDonald’s has a history of warped ad campaigns – the latest from No Fixed Address shows the brand is not done with the technique just yet.

Date
15 March 2023

DoorDash Canada and McDonald’s Canada have released a joint ad campaign called Faster Food, which seeks to show what happens when these brands collide. A traditional print and digital OOH campaign from creative agency No Fixed Address shows some of the brand’s best-known items as if they’re moving at high speeds on route to being delivered. In this case, it’s a Big Mac and Egg McMuffin.

“These posters evoke movement and a feeling of rushing by,” explains Reid Plaxton, senior art director at No Fixed Address. “But each poster is grounded in the iconic colours of its hero offering.” Playing on our perception of McDonald’s, the ads shows items are still recognisable when viewed in motion – presumably due to the extensive array of McDonald’s ads we have all seen featuring burgers layered in a specific order. No Fixed Address elongates these fillings so they stretch across horizontal media placements.

“McDonald’s menu items are globally recognised, so you don’t need to say a lot to tell the story,” says Alexis Bronstorph, co-chief creative officer.

It’s a simple concept, but one that McDonald’s has returned to at multiple points over the years. In 2019, TBWA\San Juan put together a series of hazy paintings for a campaign in Puerto Rico that saw McDonald’s menu items only semi-disguised, even when extremely blurred. TBWA\Paris did something similar in 2021, using pixelation. The newest release from No Fixed Address adds something fresh with the extension to DoorDash’s brand, although one has to wonder whether McDonald’s billboards will become abstracted to the point of no return.

GalleryNo Fixed Address: DoorDash Canada / McDonald’s Canada, Faster Food (Copyright © No Fixed Address, 2023)

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No Fixed Address: DoorDash Canada / McDonald’s Canada, Faster Food (Copyright © No Fixed Address, 2023)

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About the Author

Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating from the University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, Indie magazine and design studio Evermade.

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