Agency: TBWA
Client: McDonald's
Date: Mar 2020
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TBWA’s Design By Disruption (DXD) - A NY based design agency within TBWA\Chiat\Day NY - and TBWA\San Juan have a new project for McDonald's Puerto Rico. They turned McDonald’s most iconic visual asset, the Golden Arches, to own and brand every product and ingredient, using the Golden Arches to visualize menu items like fries, hotcakes and the McFlurry.

The ‘MMMM’ campaign echoes the simplicity and iconic imagery that’s become a hallmark of the brand’s marketing efforts.

The creative has launched on social and OOH, with TV, digital and social media running throughout Puerto Rico.

Adriana Cantero, marketing manager, McDonald's Puerto Rico / Arcos Dorados highlights the disruptive nature of the design, noting: “In a category where products look similar, it is important to build up on the imagery that makes us an aspirational brand. This campaign is a good example of how we can leverage our unique assets (Golden Arches) to stand out from the competition.”



Adriana Cantero - Marketing Manager McDonald's\Arcos Dorados

Isabel Rovira - Marketing Supervisor McDonald's\Arcos Dorados

José Cruz - Marketing Supervisor McDonald's\Arcos Dorados


Head of Design / Executive Creative Director - Chris Rowson

Senior Designer - Robyn Makinson

Motion Designer - Vivian Lee

Design Operations Manager - Simone Metzger

TBWA\San Juan:

Luis Romero Rubio - Associate Creative Director

Clarissa Biaggi - Executive Creative Director

Gerardo Figueroa - Senior Art Director

Luzirene Mendoza - Chief Executive Officer

Yarelis Pérez - Account Director