Hasta La Ideas

TBWA Paris has created a simple but rather beautiful poster campaign for McDonald’s in France, which features the fast food brand’s ‘big 6’ products in the form of pictograms. The campaign is our Ad of the Week.

The posters are a follow-up to last year’s McDonald’s campaign in France, which featured a series of close-up photographs of McDonald’s products with no other branding at all (see more on this campaign here). This year, TBWA Paris has created another subtle campaign, with the six products – Big Mac, Fries, Chicken Nuggets, Filet-O-Fish, Sundae and Cheeseburger – all presented in graphic form, accompanied by a small logo showing the golden arches.

Such a minimalist campaign comes with an element of risk, and relies on customers knowing at a glance what the ad is for. In these posters, the Big Mac and Fries seem obvious, the other products a little less so, which perhaps explains the addition of the logo this time. But the pay off for the risk is an eye-catching set of posters that will undoubtedly stand out amongst the cluttered and uninspiring outdoor ads we are used to.

The campaign launches across France on June 2 and will appear on 27,000 surfaces. Below are some mocked-up images of how the posters will look:

Credits:
Agency: TBWA Paris
Creative director: Jean-François Goize
Copywriter: Frank Marinus
Art director/illustrator: Michael Mikiels