McDonald’s unveils the Big Arch with a global OOH campaign using bold billboards, audio ads, and immersive brand storytelling.
McDonald’s Big Arch Debuts with Unmissable Outdoor Impact
McDonald’s has introduced its boldest menu item yet: the Big Arch. The campaign spans everything from social and CRM to billboard advertising, capturing attention across the globe. It's a visual and sensory takeover that mirrors the size and flavor of the burger itself.
It’s Not Just a Burger. It’s a Statement.
The Big Arch comes stacked with two 100% British and Irish beef patties, crispy onions, white cheddar, shredded lettuce, pickles, and a brand-new signature sauce. This product was built to satisfy “Big McDonald’s Hunger”—a feeling recognized by fans worldwide.
Nationwide OOH Takeover Led by Bold Visuals
McDonald’s deployed a national campaign that included high-impact placements and a striking new visual identity. From packaging to in-store visuals and large-scale billboard advertising prices, the brand aimed to make the Big Arch instantly recognizable across all touchpoints.
‘Rumble’: A Sound-Driven Ad with Global Reach
The 30-second launch film “Rumble,” directed by Eric Wareheim, depicts a man at work experiencing an overwhelming hunger that shakes his surroundings. The ad uses audio cues, like stomach growls, to drive emotional connection. A geo-targeted audio strategy reinforces this by playing the rumble sound when passersby are near a McDonald’s.
Massive McDelivery Bags and CRM Shakeups
In the lead-up to launch, oversized McDelivery bags marked with the launch date (18.06.25) were sent to customers, racking up millions of views on social media. Meanwhile, CRM emails were designed to visually collapse and reveal the Big Arch, keeping fans engaged and hungry.
Where Scale Meets Creative Power
This campaign showcases how strategic creativity and outdoor media can combine to deliver unforgettable experiences. From visual design to sound strategy, it’s a textbook case of using billboard advertising rates to maximize return through emotional and physical impact.
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