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Creative Works Fast Food Brand Strategy

Ad of the Day: McDonald’s turns golden arches into swings to encourage play in Dubai


By Amy Houston, Senior Reporter

July 4, 2022 | 3 min read

McDonald’s and agency partner Leo Burnett Dubai have reimagined the fast food chain’s iconic golden arches in a very playful way by turning them into swings.

McDonald's swing

McDonald’s swing campaign aims to bring a bit of fun to the iconic logo / Leo Burnett

Located in Media City, Internet City, Knowledge Park and Kite Beach, the fun activation aims to encourage locals to enjoy some downtime away from the stress of everyday life.

“With this creative work, we aimed to bring back the joy of childhood to UAE residents,” said Walid Fakih, chief executive officer at McDonald’s UAE.

“We always strive to make feel-good moments easy for everyone, and we remain committed to making real connections with our community through upcoming projects.”

Designed by Studio M, the ‘Swings’ campaign uses one of the world’s most famous logos to remind everyone that playtime is a source of joy.

McDonald's swing 2

“One can never deny the power and authority that radiate off of McDonald’s Golden Arches. The swings under the world’s most famous logo create happy moments and put smiles on people’s faces,” added Kalpesh Patankar, chief creative officer at Leo Burnett UAE.

“We all have childhood memories of McDonald’s, and the swings help us to recall our delightful childhood joys, both in memory and in action, to create lasting moments of happiness. As we get carried away in life, we often forget the importance of play and the swings are, simply, a reminder.”

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Creative Works Fast Food Brand Strategy

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