McDonald’s divides the day up with the minimalist artworks of its each product.
The ads appeared in Instagram Stories from McDonald’s Germany throughout the day, corresponding each time with a popular item.
Despite the massive popularity of Instagram Stories, many marketers have seemed sluggish to embrace the medium in a way that feels specific to what makes the vertical storytelling format special. Ads in Stories are often just awkwardly cut from traditional 30-second spots, and tapping through organic branded content can feel equally underwhelming.
Titled “Iconic Days”, the campaign that went live this week for McDonald’s Germany and created by TBWA-owned German agency Heimat, the ultra-minimalist series packs a lot into very little by connecting specific McDonald’s products to hours throughout the day.
“Iconic Days” debuted on the McDonald’s Germany Instagram Stories feed, where each ad was published at the corresponding hour. Each product is dropped out of a white background, with the outlines then filled with illustrations of sunrises, sunsets, starry nights and more.
The posters currently only exist on Instagram, however they’re expected to reveal offline and across other media in the following months.
Written by: