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McDonald’s Created Beautifully Minimalist Ads Perfect for Instagram Stories

German agency Heimat blends dayparting with social

Headshot of David Griner

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.

That’s why it’s worth noting the “Iconic Days” campaign that went live this week for McDonald’s Germany. Created by TBWA-owned agency Heimat, the ultra-minimalist series packs a lot into very little by connecting specific McDonald’s products to hours throughout the day.

Each product is dropped out of a white background, with the outlines then filled with illustrations of sunrises, sunsets, starry nights and more.

The campaign debuted on the McDonald’s Germany Instagram Stories feed, where each ad was published at the corresponding hour.

While the campaign currently only exists on Instagram, it’s expected to roll out as posters and across other media in the months ahead.

McDonald’s has produced a supersized slew of minimalist campaigns in recent years, mostly via Heimat’s sister agency TBWA\Paris. For the past five years, the French agency has been having fun with the iconic status of McDonald’s products and packaging.

David Griner is creative and innovation editor for Adweek. He's been covering agencies, creativity, technology and marketing innovation for more than a decade and is host of Adweek's podcast.