A small act of rebellion
Creative work with gravity
Orbit is our curated selection of creative, branding and design work we keep coming back to. The ideas with pull. The projects that prove great creative thinking is not just about how something looks, but how it connects with people and responds to the way we actually live, feel and behave.
Closer to how people feel. ORBIT Issue 07 brings together work that approaches people a little differently. Not by adding more noise, but by paying closer attention to behaviour and emotion, and the small decisions that shape how we act.
A small act of rebellion
There’s something interesting in how brands are tapping into small, everyday behaviours and turning them into something worth paying attention to.
Created by Leo UK for McDonald's, this campaign builds around an insight they'd normally hide: once you've found your order, you stop looking.
Rather than pretend that's not true, they leaned into it and made the act of switching feel like a tiny dramatic betrayal.
It's a small reframe but it does a lot. "Try something new" is boring. "Betray your go-to" has a bit of mischief to it. It gives you a role to play. The drive-thru spots dramatise that moment of inner conflict, which is a fun way to bring it to life in a format people switch off to.
Not necessarily a ground-breaking idea, but a good example of a brand doing something behaviourally smart rather than just shouting about product. The tension between loyalty and curiosity is real. They just had the confidence to make that the whole campaign.
Even the smallest decisions, what we eat, what we choose, what we stick with, can become the basis for a strong, recognisable idea.
Watch here: Betray your go‑to
Catch up on the full issue here: Orbit Issue 07
Explore the latest creative work and catch up on everything else in our Orbit here.
