When you’re a child, life is full of constraints: don’t run, don’t touch, don’t get dirty. And going out to eat with mum and dad? Well, that’s when the don’ts really come into force. Except at McDonald’s

McDonald’s France wants to reassert that it is the families’ favourite restaurant, a place where kids can eat whenever they want and play at the same time. No don’ts involved. “In a nutshell, it’s a real leisure destination, which ‘rhymes’ with freedom for families,” McDonald’s France’s agency, TBWA\Paris noted.

So TBWA created a series of four illustrations by Maud Rémy-Lonvis that reference the freedom that McDonald’s offers kids – and parents. Note that its famous arches remain untouched in the midst of the kid-world symbols, with a stamp, Family Proof, to underline McDonald’s promise

Credits:

Agency: TBWA\Paris

Executive Creative Directors: Benjamin Marchal & Faustin Claverie

Art Directors: Cédric Moutaud, Vincent Pedrocchi, Sacha Stojkovic & Valentine Foulonneau

Art Buyer: Claire Sougy

Photographer: Maud Remy-Lonvis

Account Management: Jonathan Serog, Emmanuelle Escalere, Louis Mainbourg, Camille Naulleau

Client: McDonald’s France

Client Management: Xavier Royaux, José Jacinto, Benoit Kolb & Charles Gourmelon