McDonald's: The Horizontal Breakfast Images

Feb 2026

McDonald's takes to the streets with 'The Horizontal Breakfast Images,' an out-of-home campaign designed to command attention in dense urban environments. The creative strategy centers on a high-visibility digital billboard that displays bold typography against a signature yellow-and-red palette, tailored for a bustling commercial landscape. The project was spearheaded by Wieden+Kennedy New York with production support from Even/Odd. Incorporating a horizontal layout and a clean visual approach, the work leans into the scale of city architecture to deliver a direct message to commuters during peak daylight hours, while post-production and sound design were handled by Joint and Sonic Union, respectively.

Horizontal, Commercial, Clean

Street

Out of Home (OOH)