McDonald’s Sommer Campaign

McDonald's Italy's summer campaign by Leo Burnett Italia reimagines the brand's iconic elements as fun beach accessories, including flip-flops, inflatable rings, and parasols. The visuals feature the Golden Arches as eyebrow-like straps on flip-flops and sesame seed-inspired polka dot parasols.

The campaign takes advantage of the familiarity and recognizability of McDonald's branding to create a playful visual connection between the brand and everyday summer items. Its potential for extension beyond the summer season is a strength, as the imaginative approach could be adapted to other seasons and holidays.