McDonald’s Gets Playful With Golden Arches By Turning Beaches Into Playgrounds

McDonald’s is known to reimagine its Golden Arches in other settings. This time around, it is bringing play and joy to families in Dubai by transforming the iconic monogram into swing sets.

A new Swings campaign created by Studio M and Leo Burnett UAE revives the nostalgic joy of rushing to the swings at a playground, reminding beachgoers to integrate a little more play into their lives.

The Golden Arches-shaped swing sets can be found around Dubai in Media City, Internet City, Knowledge Park, and Kite Beach, introducing another happy memory that does not involve Happy Meals. 

“With this creative work, we aimed to bring back the joy of childhood to UAE residents. We always strive to make feel-good moments easy for everyone and we remain committed to making real connections with our community through upcoming projects,” says Walid Fakih, CEO of McDonald’s UAE.  

Set against the idyllic beaches and landscapes of Dubai, the interactive marketing campaign is a nod to how a physical advertisement still has a strong impact on society.  

After the pandemic swept the last two years away, the McDonald’s swings come at the right time just as everyone is heading back out into the world. The Golden Arches stand as a symbol that no matter how old we get, we’re never too old to have fun.  

[via Leo Burnett UAE]