Most anniversary campaigns reward the brand or company. TBWA dreamed up something different for McDonald’s France’s 40^th. It’s a flea market, aka a journey through history that fans can purchase. Famous objects from the past, ad posters, vintage furniture, and a collection created specifically for the occasion.

The event is a shared anniversary – the 40^th anniversary of McDonald’s, its relationship with TBWA (formerly, BDDP) and McDonald’s fandom. And because TBWA and McDonald’s shared story is also linked to that of the Ronald McDonald House Charities, all proceeds from the event will be donated to the foundation.

The flea market is being held at Marché Paul Bert Serpette in Les Puces de Saint-Ouen, 18 rue Paul Bert 93400, on November 22 and 23.

Here’s a snapshot by TBWA of the story the flea market will tell:

It all began in 1985, when McDonald’s had only 13 restaurants in France. At the time, our ads declared, “This is how we do things at McDonald’s”, and in our films, people were still surprised to see burgers eaten without a fork.

Today, 40 years and 1,589 restaurants later, eating with your hands is second nature, and “McDo” and “domac” have become part of everyday French culture.

In 40 years, the brand has become a true pop culture and advertising icon, shaped by campaigns that left their mark and are now considered classics.

Through social changes, new consumer habits, food innovation, and the opening of hundreds of restaurants, TBWA\ and McDonald’s France have grown together for 40 years.

Credits:

Client: McDonald’s France 
Client Team: Jean-Guillaume Bertola, Stéphanie Poupinneau,Thomas Mejean, Geoffrey Tournevache, Charlotte Bande

Creative Agency: TBWA\Paris 
Account Team: Guillaume Pannaud, Christophe Neyret, Lucile Wissocq, Céline Mazza, Luca Dugaro, Louison Palatre, Camille Chaix-Leprest, Camille Naulleau, Fiona Parra
Creative Director: Corentin Salignat
Copywriter: Jules Sacchi
Art Directors: Félix Girard, Juliette Bobet

Production: \Else 
Production Team: Maxime Boiron, Jennifer Bauche, Séverine Damolini, Pétronille Desforges, Alexane Danis Cousandier

Set Design: Florence Maudeuch
Press Relations: Marie-Anne Tambuté, Emmanuelle Aquino
Social Media: Alban Gendrot, Kourech Sadakaly, Jérémie Apavou, Maxime Cailleton

Sound Team: Fanny Mithois, Ferdinand Huet
Art Buyer: Marie Le Borgne

Print Production: EG+
Production Team: Eric Lecam, Frédéric El Koubi, Sandra Schinella Delefosse, Thierry Labarde, Mickaël Loizeau, Anne-Gaëlle Sangaré, Isabelle Calvez

Influencer Team: Lucille Ravaud, Amandine Fradet