The Shadow of Abundance: A small cup is just the beginning; beneath it lies a never-ending source of refreshment.
The Shadow of Flavor: Our secret sauces flow from a world of tireless dedication, ensuring the taste you love is "Never Done".
The Shadow of Freshness: From farm to tray, our golden fries are part of a continuous journey of meticulous sorting.
The Shadow of Quality: Premium beef preparation that never stops, ensuring every layer is fresh and satisfying.
Description
The Concept: More Than Just a Taste "Never Done" is a visual exploration of abundance, freshness, and continuous service. The campaign highlights that at McDonald's, it’s not just about the taste; it's about the promise that you always get more than you expect. From the fresh potatoes being sorted to the premium beef being prepared, every ingredient tells a story of farm-to-table dedication that never stops.
Visual Metaphor: The visuals use the "Miniature World" technique to show that what you see on the surface—the small cup, the single burger, or the fries—is just the beginning. Beneath every item lies a vast, tireless world of production ensuring your meal is served fresh and at its peak quality. It represents our continuous effort to ensure that we are always ready, and we’ve always got more for you.
The Message: The wooden table acts as a horizon line between the simple joy of the consumer and the complex, never-ending world of abundance beneath. It reinforces the message: Our work, our quality, and our giving are "Never Done.
This student campaign titled 'Never Done' was published in United Kingdom in May, 2025. It was created for the brand: McDonald's UK, by ad school: Helwan University. This Digital, OOH Outdoor, and Print media campaign is related to the Food industry and contains 4 media assets. It was submitted about 4 hours ago.
Credits
Advertising Agency / School: Helwan University, Faculty of Applied Arts.
Art Director: Ziad Waleed.
Digital Artist / Photo Manipulator: Ziad Waleed.
Copywriter: Ziad Waleed.
Creative Director: Ziad Waleed.
