TBWA\Paris’ No Logo campaign began in 2013 with extreme close-ups of a Big Mac, Fries and a Cheeseburger. As well as triggering a Pavlovian response, the campaign demonstrated the popularity of the fast food chain – that it is entrenched in culture, no branding required for recognition.

The campaign has had a number of iterations since and this new one may well be the pinnacle of an inventive series.

This time TBWA\Paris is highlighting the irresistibility of McDonald’s. The three billboards in the series appear to have had bites taken out of them as if craving got the better of someone. The billboards with the No Logo posters of Big Mac, Fries and of Cheeseburger were “bitten” using a traditional boilerwork technique before being installed in the street.

The campaign images and film were shot by Aurélien Chauvaud and the accompanying video produced by /Else.

Credits

Agency: TBWA|Paris

Exectutive Creative Directors: Benjamin Marchal & Faustin Claverie

Art Directors: Valentine Foulonneau & Paul Reyrolle

Account Management: Marc Fraissinet, Margaux Wanin, Laura Poirier

Art Buyers:  Carine Gallufo & Fériel Simon

Designer: Eddy Penot

Production: TBWA\Else 

Chief Executive Officer: Maxime Boiron

Director of Production: Teva François

Chef Op: Noémie Gillot

Producer: Michael Benzakoun

TV Producer: Kenza Cheriti

Photographer & Director: Aurélien Chavaud @FMA le bureau 

Photographer’s Agent: Prune Pariente @FMA le bureau

1st Photographer Assistant: Grégoire Brigand

Lighting Assistant:  Clément Brandely

Digital Operation:  Hugo Lubin

Editing: The Abc

Client: McDonald’s France 

Client Team: Xavier Royaux, Anne Lainé, Clémence Arnaud & Clémentine Teissedre Dalou