McDonald’s minimalist campaigns continue – the new addition following on from the success of Pictos in 2014, when a Big Mac, cheeseburger, fries, sundae, chicken nuggets and filet-o-fish were depicted in more than 2,700 posters. Flattened illustrations stood in for the actual products, and each poster featured a miniature golden arch motif next to the drawings.
For the 2016 campaign, a series of posters was created using pictograms, each composed of tiny emoji, like a pointillist image. The Big Mac was made up of hundreds of little thumbs-up signs, for example. The fries were made from smiley faces. The sundae from musical notes and the Happy Meal from heart symbols.
Open Late followed this year, using lighting to communicate that McDonald’s restaurants in Paris would be open until midnight or later throughout summer.
Agency, TBWA\Paris has save the best for – if not last then, latest.
McDonald’s is showing how much people love its food with a triptych of minimal packaging posters. These products are so good, the illustrations “say”, that in the end there is only one crumb left.
The campaign includes pack images for the Big Mac, Nuggets and French Fries.
Executive Creative Directors: Benjamin Marchal & Faustin Claverie
Art Director: Margaux Chalard
Photographer: Florent Tanet
Photo finisher: Xavier Cariou @Artifices
Account Management: Luc Bourgery, Jonathan Serog, Julie Montagne, Matthieu Charles & Marine Letourneur
Client Team: Xavier Royaux, José Jacinto & Benoit Kolb