{"id":709559,"date":"2026-06-02T03:31:27","date_gmt":"2026-06-02T03:31:27","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/709559\/"},"modified":"2026-06-02T03:31:27","modified_gmt":"2026-06-02T03:31:27","slug":"mcdonalds-australia-launches-bold-new-you-know-where-outdoor-campaign-via-akcelo-campaign-brief","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/709559\/","title":{"rendered":"McDonald\u2019s Australia launches bold new \u2018You Know Where\u2019 outdoor campaign via Akcelo \u2013 Campaign Brief"},"content":{"rendered":"

\t\t\t June 2 2026, 12:26 pm | BY Ricki Green | No Comments<\/a><\/p>\n

\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\"McDonald\u2019s<\/p>\n

\t\t\t\t\t \tMcDonald\u2019s Australia and brand experience agency Akcelo have launched \u2018You Know Where\u2019, a bold new out-of-home campaign that strips away products, logos and even the brand name, relying instead on everyday rituals and the undeniable cultural imprint of Macca\u2019s.<\/p>\n

\u00a0<\/p>\n

Created and produced by Akcelo, \u2018You Know Where\u2019 features just three colours, a handful of words and perfectly placed moments that tap into uniquely Aussie behaviours and cravings synonymous with the brand.<\/p>\n

Says Amanda Nakad, Marketing Director at McDonald\u2019s Australia: \u201cMacca\u2019s isn\u2019t just a restaurant, it\u2019s a feeling. It\u2019s the reason a family on a road trip starts chanting \u2018please please please\u2019 the moment they spot our arches, and why leaving a fancy dinner somehow still ends with a McFlurry. \u2018You Know Where\u2019 captures something true about who we are for Australians, and we\u2019re thrilled to be celebrating that connection in such a bold way.\u201d<\/p>\n

\t\t\t\t\t \t\t\t\t\t\t\t\t\t\t\"McDonald\u2019s<\/p>\n

\u2018You Know Where\u2019 is running nationally across billboards, street furniture and digital screens; from contextual placements outside fine dining restaurants asking \u2018Room for dessert?\u2019, to rural highway billboards reading \u2018Busting?\u2019, and late-night digital screens declaring \u2018After the after party\u2019. Each execution captures a familiar moment where Macca\u2019s is instinctively top of mind without ever needing to say it.<\/p>\n

Says Aden Hepburn, CEO at Akcelo: \u201cThis is one of those ideas that keeps you up at night for all the right reasons. When we first pitched \u2018You Know Where\u2019 three years ago, we knew it was an idea that genuinely couldn\u2019t exist for any other brand on the planet. Only McDonald\u2019s has earned the cultural real estate to run a campaign with zero branding, zero product mentions and still have the entire country know exactly who it\u2019s for. We\u2019re incredibly proud of what this team has built and we can\u2019t wait for Australia to see it.\u201d<\/p>\n

The campaign has launched nationally across OOH nationwide.<\/p>\n

McDonald\u2019s Australia
Chief Marketing Officer \u2013 Annabel Fribence
Marketing Director \u2013 Amanda Nakad<\/p>\n

Akcelo
Global Executive Creative Director \u2013 Louise McQuat
Creative Partner \u2013 Oskar Westerdal
Creative Team \u2013 Brandon Piggott & Justin Borromei
Client Partner \u2013 Gabriel Montalban
Producer \u2013 Manca Kocjancic & Anna Sajo
Designer \u2013 Dipesh Parmar
Chief Strategy Officer \u2013 Dave Di Veroli
Chief Executive Officer \u2013 Aden Hepburn<\/p>\n

OMD Sydney
Account Director \u2013 Anna Heslop
Account Executive \u2013 Liv Ablett & Emily Nihill<\/p>\n

\u00a0<\/p>\n

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