Burgers meet spreadsheets in new Maccas campaign

McDonald’s has launched an OOH campaign targeting Sydney’s office workers, reminding them there’s a “simple way to bring a little joy” to routine.

With the ads running in over 760 locations in and around the Sydney CBD, the OOH placements are part of a wider ‘Return to Routine-ish’ campaign, developed by DDB Sydney and OMD Sydney.

The OOH campaign features spreadsheet artworks, built by self-described “certified ‘freak-in-the-spreadsheet'” Adam Bentley, also known as DDB Sydney’s creative technologist.

The artworks present three McDonald’s products, prompting office workers to go for a “cheeky” post-meeting, office break, or after work Macca’s run.

“There’s nothing quite like a Macca’s run to break the humdrum of the day,” said Jack Nunn, DDB Sydney’s creative partner and lead of the McDonald’s account.

“With playful visuals and clever media placements, this campaign will cut through like a Guillotine on 80gsm printer paper.”

Emily Bosler, managing partner at OMD Sydney, 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.”

Credits:

Client: McDonald’s Australia

Creative Agency: DDB Sydney

Media Agency: OMD

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Lauren McNamara

Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.

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topics CBD DDB Sydney Emily Bosler Jack Nunn Macca's Macca's Run McDonald's Office OMD Sydney oOh out of home Sydney CBD

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