McDonald’s has unveiled a new out-of-home campaign in Sydney’s central business district, enticing office workers to take a break from their routines for a McDonald’s visit.

The campaign is the latest iteration of the wider ‘Return to routine-ish’ campaign developed for the fast food giant by creative agency DDB Sydney in collaboration with media agency OMD Sydney.

The OOH creative features unique spreadsheet artworks designed by Adam Bentley, DDB Sydney’s Creative Technologist. These artworks highlight three of McDonald’s iconic products, with strategic placement across more than 760 locations, including digital out-of-home (OOH) sites, office building lobbies, and small-format elevator screens.

DDB Sydney Creative Partner, Jack Nunn, said: “There’s nothing quite like a Macca’s run to break the humdrum of the day. With playful visuals and clever media placements, this campaign will cut through like a Guillotine on 80gsm printer paper.”

OMD Sydney Managing Partner, Emily Bosler, said: “We are executing a tactical, programmatic digital out-of-home strategy to drive contextual relevance during key moments of back to work routine. Strategically selecting outdoor in high foot traffic CBD areas and in-office environments, allows us to effectively reach the ‘back to work’ audience and tempt them with a Macca’s run.”

The campaign’s deployment in high-traffic areas and office environments is intended to maximise visibility among the target audience. By leveraging digital OOH sites and other strategic placements, McDonald’s aims to integrate seamlessly into the daily routines of Sydney’s office workers.