ABOUT

Despite breakfast being the most important meal of the day, a quarter of Brits miss it every day. Through McDonald’s iconic menu, we wanted to shift perception of breakfast and remind the nation how good it feels to start the day properly, so we launched a new platform for McDonald’s breakfast, ‘Breakfast, done properly’. We took a bold step in creating OOH posters not featuring the product itself, but wrappers discarded after a Maccers breakfast has been wolfed down., The empty wrappers are shown with nothing but the iconic Golden Arches and a few crumbs left over.