TBWA\Paris Returns to Minimalism with New McDonald's Pictograms

In May 2015, McDonald’s France and TBWA\Paris launch a new campaign based on the 2014 pictograms. 4 iconic products are highlighted and associated with day-to-day emoticons, such as the like or the heart.

In 2014, McDonald’s France and the agency TBWA\Paris created a range of 6 refined pictograms. Their design, both simple and unique, has placed the brand at the heart of the pop culture.

The story continues in 2015; TBWA\Paris gives a second meaning to the pictograms. This language evolves through the emoticons integration, which reflect the emotion given by those different products.

On this occasion, the brand launches a capsule collection selling exclusively at Colette, the famous Paris fashion and lifestyle store, and consisting of 6 products: t-shirts, tote bags, scarves, iPhone cases, notebooks, and postcards all made of the campaign’s universe.

The poster campaign takes place on May 5th until the 20th, through a national display with 28 300 faces in the street, 3 360 faces in 316 train stations, and an event poster of 148 billboards in 14 train stations. The limited collection McDonald’s-Colette is available all May at Colette.