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McDonald's Goes Minimalist in Campaign by TBWA\Paris



McDonald's follows on success of last years campaign with outdoor and TV ads

McDonald's Goes Minimalist in Campaign by TBWA\Paris

The summer of 2013 was marked by an unheard of McDonald’s campaign, putting the spotlight on its famous “Big 6”: the Big Mac, the Cheeseburger, the Fries, the Sundae, the Chicken Nuggets and the Filet-o-Fish. 6 products that symbolize the brand, celebrated extremely close-up, without a single logo or word. 

The audacious campaign was very strongly recognized by the public (2nd favorite French campaign by Ipsos, with a record allocation of 90%) and its success was immense and accelerated, just as expected.

In 2014, McDonald’s wants to go even further by writing a new chapter of the story with TBWA\Paris. This chapter reveals the universal and iconic character of these 6 products in a brand-new way.

Embodied in the form of pictograms, this campaign is:

- Unique and modern, in the McDonald’s brand image

- Exclusive, simple and universal, just like the 6 iconic products

- A fun and intriguing addition to our cities, like McDonald’s restaurants

These 6 pictograms will be honored in a large outdoor display campaign, which will be deployed on a national level starting on June 2nd on more the 27,000 surfaces.

The agency has also developed a TV commercial on air since May 12th and broken down into 15, 25 and 40 second-long films. Staged by the talented Wilfrid Brimo (Wanda) using the instrumental version of “Fly My Boat” by Lazy Jay, the film reveals an entire night in a metropolitan city taken over by groups of young people who paint the city streets with the colors of the new campaign.



McDonald’s Representatives: Xavier Royaux, Camille Lopéo, Célia Refalo

Agency Representatives: David Leclabart, Matthéo Pressmar, Christophe Moiroud, Camille Favriau

OOH (Out-of-home advertising)

Creative Director: Jean-François Goize

Copywriter: Frank Marinus

Artistic Director: Michael Mikiels

Illustrator: Michael Mikiels


Creative Director: Jean-François Goize

Head of TV: Maxime Boiron

TV Producer: Elisabeth Boitte

Production: Wanda

Director: Wilfrid Brimo

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Categories: Fast food, Retail and Restaurants

TBWA Worldwide, Thu, 22 May 2014 10:03:43 GMT