McDonald’s Australia launches bold new ‘You Know Where’ outdoor campaign via Akcelo

McDonald’s Australia and brand experience agency Akcelo have launched ‘You Know Where’, a bold new out-of-home campaign that strips away products, logos and even the brand name, relying instead on everyday rituals and the undeniable cultural imprint of Macca’s.

Created and produced by Akcelo, ‘You Know Where’ features just three colours, a handful of words and perfectly placed moments that tap into uniquely Aussie behaviours and cravings synonymous with the brand.

Says Amanda Nakad, Marketing Director at McDonald’s Australia: “Macca’s isn’t just a restaurant, it’s a feeling. It’s the reason a family on a road trip starts chanting ‘please please please’ the moment they spot our arches, and why leaving a fancy dinner somehow still ends with a McFlurry. ‘You Know Where’ captures something true about who we are for Australians, and we’re thrilled to be celebrating that connection in such a bold way.”

‘You Know Where’ is running nationally across billboards, street furniture and digital screens; from contextual placements outside fine dining restaurants asking ‘Room for dessert?’, to rural highway billboards reading ‘Busting?’, and late-night digital screens declaring ‘After the after party’. Each execution captures a familiar moment where Macca’s is instinctively top of mind without ever needing to say it.

Says Aden Hepburn, CEO at Akcelo: “This is one of those ideas that keeps you up at night for all the right reasons. When we first pitched ‘You Know Where’ three years ago, we knew it was an idea that genuinely couldn’t exist for any other brand on the planet. Only McDonald’s has earned the cultural real estate to run a campaign with zero branding, zero product mentions and still have the entire country know exactly who it’s for. We’re incredibly proud of what this team has built and we can’t wait for Australia to see it.”

The campaign has launched nationally across OOH nationwide.

McDonald’s Australia
Chief Marketing Officer – Annabel Fribence
Marketing Director – Amanda Nakad

Akcelo
Global Executive Creative Director – Louise McQuat
Creative Partner – Oskar Westerdal
Creative Team – Brandon Piggott & Justin Borromei
Client Partner – Gabriel Montalban
Producer – Manca Kocjancic & Anna Sajo
Designer – Dipesh Parmar
Chief Strategy Officer – Dave Di Veroli
Chief Executive Officer – Aden Hepburn

OMD Sydney
Account Director – Anna Heslop
Account Executive – Liv Ablett & Emily Nihill

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