McDonald’s Leans On Brand Familiarity in Vacation-Themed Ads

McDonald’s is a brand that is known throughout much of the world. And as Europeans travel for their holidays, the fast-food chain released a campaign to remind travelers of its worldwide presence.

The “Genieß deinen Urlaub” (“Enjoy Your Vacation”) campaign from DDB Vienna is made up of four posters featuring visitor attractions that include stone arches similar to McDonald’s golden arches.

“Our ideas have to move people,” Andreas Spielvogel, executive creative director of DDB Vienna, told Adweek. “And they have to be based on strong insights from those same people. In this case, the desire for variety and vacation, and at the same time, the joy of a unique and unexpected reminder of McDonald’s.”

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