SIGNS

McDonald’s signs have always done more than promote deals—they’ve shared messages of love, hope, and gratitude. “Signs” celebrated the real signs from real locations. And while the ads only aired twice—during the Golden Globes and NFL playoffs—the reaction was truly unprecedented.

Proving lovin’ has always been on the menu—
long before it was tagline

For the first time, people came to the defense of the brand, and the role it plays in each community, drowning out the detractors who usually only mock the corporation.

Role: Associate Creative director. Leo Burnett. Chicago. Partner: Ryan Wolin

Hundreds of heated conversations, hundreds more articles written, tons of debates over talk show radio. Happy to say: all part of the plan.

Our biggest challenge: finding these very ephemeral signs. We teamed up with an archivist and a research team to dig up photographs going all the way back to the 60s. Fun!