What have blank orange billboards been done for?

To understand it better you need to go to Stockholm.

Have you ever considered that brilliant ideas are so obvious that you wonder why they didn’t cross your mind before. The simplest ideas have the greatest impact and surprisingly effective. They are often better understood, memorable and impressive.

There is no need to complicate things. Nowadays we are overfilled with new advertisements full of conspicuous images and overloaded information. And the chance that people remember this ad and rush to buy the product is very small. Though, it’s not an easy task to attract people’s attention.

It’s common knowledge that “All ingenious is simple”. A simple, clear concept is more powerful and carry a strong message that can be recognised in consumer’s eyes. We subconsciously appreciate simplicity.

So “Less is more”. The phrase is often associated with the architect and furniture designer Ludwig Mies Van Der Rohe, a proponent of minimalism. Nowadays this tactic is very actual and is being used in advertising and design.

To my mind, one of the interesting examples of this concept is a campaign that was done by DDB Stockholm for McDonald’s fast-food chain.

McDonalds Double Cheeseburger
McDonald’s (via)

To promote McDonald’s double cheeseburgers, two blank orange billboards are placed next to each other. You can’t see an alluring hamburger or fries with a noticeable headline. Just at the bottom right corner of the billboard you can notice a short line about a product with its price “Double Cheeseburger 20 SEK” .

I think advertisers delivered their concept clearly and concisely. It’s really complicated to make something simple, but very simple to make something complicated.

In conclusion, I would like to mention that McDonald’s has always offered fresh and creative solutions to impress consumers and get them talking about the brand. This campaign has been done to create an interest and to stand out again and again.

34 thoughts on “What have blank orange billboards been done for?

  1. Looks different and I was confused at first but after reading understand the concept. Less is more ! Thanks for sharing if it work for Stockholm great in american it may not.

  2. That’s a good take on ads for a fast food chain. It’s rare too. McDonald’s always, always put their food on their ads, this is the first time I’ve seen an ad like this from them. So cool.

    1. Yes, American lifestyle is different. McDonald’s has its ability to adapt its marketing and advertising strategy to different countries and cultures. Each country has its own different brand message! Thanks for commenting 🙂

  3. McDonald’s has always been a leader in the industry in advertising. They always come up with such innovative and fun ways to make their product. This sounds like yet another great campaign!

  4. I haven’t seen that blank orange billboard down here, but whoever invented it is a genius and clever. Mc Donald is such a big company I see their food chains every Interstate we drive through.

  5. That’s a clever marketing strategy! I’m always attracted to color, because I’m a quilter and I look at fabric colors and analyze them to figure out the best ones to combine for the most dramatic effect.

  6. Oh I’ve never been to Stockholm but my husband has and told me it’s a beautiful place. Haven’t seen these billboards here in the UK yet.

  7. This was great! i so agree that less is more. I’ve been living in Hingury some some years now and I can’tunderstand why they almost always like to make simple things so complicated, especially in design. when the brand is as huge as McDonalds you don’t need to put obcious items on an add, it’s absolutely more striking when you do it in a simple way. Simple yet so clever.

  8. Effettivamente questi due cartelloni arancioni fanno venire in mente due belle fette di formaggio cheddar! McDonald’s ha tanti difetti ma le loro campagne di marketing sono sempre state geniali.

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