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.
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
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