McDonald's / UAE / 2025OOH · Design & Packaging
Not For First Dates.
The internet says McDonald's is the worst place for a first date. McDonald's UAE agreed: 'Not for first dates. But for every other one.'
- Brand
- McDonald's
- Agency
- FP7 McCann
- Market
- UAE
- Region
- GCC
- Year
- 2025
The challenge
Social listening showed McDonald's UAE a running joke about it being no place for a first date, at a time when, the entry says, people were distancing themselves from global brands.
The idea
FP7 McCann Dubai shot six quiet portraits of love at McDonald's, a young couple, parents with their child, an old couple, with no product shots or offers. They ran on billboards, posters, drive-thrus and tray liners with the single line.
Results
- Repeat dine-in visits up 15.3% month on month, according to the Dubai Lynx entry
- Brand warmth up 8% and emotional connection among 18 to 34-year-olds up 11%, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2026Creative Strategy – Audience InsightSilver
- Dubai Lynx 2026Creative Strategy – Brand StrategyBronze
- Cannes Lions 2025Outdoor – E04 SOCIAL BEHAVIOURBronze
Credits
- Creative agency
- FP7 McCann Dubai
- Senior Art Director, FP7 McCann Dubai
- Arthur Melo
- Senior Copywriter, FP7 McCann Dubai
- Diego Fernandez-Cid
- Regional Chief Creative Officer, FP7 McCann
- Federico Fanti
- Creative Director, FP7 McCann Dubai
- Jonathan Cruz
- Associate Creative Director Copy, FP7 McCann Dubai
- Liam Galt
- Associate Creative Director, FP7 McCann Dubai
- Manar Abdulla
- Executive Creative Director, FP7 McCann
- Nayaab Rais
- Senior Creative Director & Head of Art, FP7 McCann Dubai
- Paulo Engler
- Senior Art Director, FP7 McCann Dubai
- Roy Sebastian
- Global CCO, McCann Worldgroup
- Javier Campopiano
- Global ECD & CCO Europe, McCann Worldgroup
- Adrian Botan
- Global Product Excellence Director, McCann Worldgroup
- Carmen Bistrian
- Creative Excellence Senior Manager, MCN
- Lara De Souza
- Creative Excellence Manager, FP7 McCann Dubai
- Sofia Serrano
- Senior Motion Designer, FP7 McCann Dubai
- Kaue Akimoto
- Senior Video Editor, FP7 McCann Dubai
- Murilo De Paula
- Retoucher, FP7 McCann Dubai
- Amit Borawake
- Managing Director, FP7 McCann Dubai
- Tarek Ali Ahmad
- PR Manager, FP7 McCann Dubai
- Roksar Kamal
- Senior Producer, Craft
- Raeesa Mir
- Production Assistant, Craft
- Tanvi Cherian
- Senior Motion Designer, FP7 McCann
- Lijo Mathew
- Photographer, BIGSEA
- Mazen Abusrour
- Executive producer, BIGSEA
- Serge Asaad
- Head of Business Leadership, FP7 McCann Dubai
- Sana Omran
- Account Director, FP7 McCann Dubai
- Karim Takieddine
- Account Manager, FP7 McCann Dubai
- Maryam Aqueel
- Strategy Director, FP7 McCann
- John Lai
- Creative Operations Director, FP7 McCann Dubai
- Cynthia Sarkis
- Director, Weber Shandwick
- Katie Plant
- Senior Manager, Weber Shandwick
- Freya Bruce
- Senior Associate, Weber Shandwick
- Righad Al Ghadban
- Associate, Weber Shandwick
- Simran Katyal
- Media Director, UM
- Kareem Abdel Samad
- Senior Planner, UM
- Omar Usama
- Business Director, UM
- Ruqayiah Al Usman
- Deputy General Manager, UM
- Jad Daou
- Director – Investment & Trading, UM
- Samer Awar
- Senior Marketing Director, McDonald's
- Hassan Abouezzeddine
- Senior Marketing Consultant, McDonald's
- Osama El Chamaa
- Senior Marketing Consultant, McDonald's
- Reem Bitar
- Chief Executive Officer, McDonald's
- Walid Fakih
- Hair and Makeup Artist (freelance)
- Kimia Nourtajalli
- Wardrobe Stylist (freelance)
- Cookie Singh
- Wardrobe Assistant (freelance)
- Reynan Del Rosario
- Wardrobe Assistant (freelance)
- Swati Jain
