McDonald´s - "Say it with M"

DDB COLOMBIA

DDB COLOMBIA Bogotá, Colombia

2167

Title	Say it with M
Agency	DDB COLOMBIA
Campaign	Say it with M
Advertiser	McDonald´s
Brand	McDonald´s
Date of First Broadcast/Publication	2021 / 4
Business Sector	Restaurants & Fast Food
Tagline	Say it with M
Story	Many brands use letters from the alphabet in their logo. But none had taken an alphabet from their logo. This is, Say it With an M. A complete alphabet created from just one letter: “M” the McDonald’s or Golden Arches. Each letter was created based on the brand’s original packaging, without modifying anything. An alphabetic and modular system with which we could build words that are a reflection of the daily moments experienced at McDonald’s. Words such as: Yummy, Brunch, Bday, Love, etc. This was a campaign inspired on the power a symbol recognized by the whole world. And thanks to it, pieces like outdoors and prints didn’t require a brand logo or copy in their design. This was a new way to communicate that all good moments are in Mcdonald’s.
Media Type	Billboard
Market	Mexico, Argentina, Brazil
Chief Creation Officer	John Raúl Forero
Creative Director	Juan Luis Fernández
Creative Director	Alejandro Cussó
President/CEO	Borja de la Plaza
VP Strategy Director	Jorge Becerra
Creative Director	Juan Felipe Jaimes
Creative / Art Direction	David Católico
Creative Director	Diana Poblador
Copywriter / Art Director	Diego Tamayo
Brand Management	Natalia Diaz
Creative Director	Miguel VanBommel
VP Account Director	Adriana Taborda
Creative / Art Direction	Oscar Peña