McDonald’s continues to demonstrate that it’s a welcome part of everyday life. Its Christmas socks by TBWA\Paris are a huge hit. This year, they will be available in more than 1,100 McDonald’s restaurants in France.

“After the success of our X-Mas Socks in Ile-de-France for the 2 previous editions, we decided to reissue them in a new 2021 collection, in a large majority of our restaurants, from November 25. Since the launch, we have noticed an exceptional enthusiasm from customers on social networks, who have made XMAS SOCKS By McDonald’s an essential part of their wardrobe. Unfortunately, there won’t be enough for everyone…It’s unbelievable,” stated Fabienne Jacopin, senior vice president, Ile de France region and McDonald’s company restaurants. 

There is a new design this year, created by the Zakka Agency (TBWA Group). Each of the four pairs of socks has its own universe, mixing the fairy tale of Christmas in flat design with the brand’s most well-known products – a mountain of sundae, a forest of fir trees on the top of a Big Mac, crispy fries on a ski slope and polar bears on an iceberg cup at the North Pole.

For the campaign, the agency called on the designer and scenographer, Soline D’Aboville, a specialist in the creation of window displays for the biggest luxury brands. She created four enchanting and minimalist settings inspired by the world of socks for the campaign developed in collaboration with photographer, Cyrille ROBIN. 

“It was a real challenge to create an original design for this new edition. A challenge brilliantly met by our design agency Zakka. Inspired by the brand’s iconic figures, true pop-culture objects, they are themselves on the way to becoming an iconic accessory,” stated Jonathan Serog, managing director of TBWA Paris. 

The campaign supporting the socks will run throughout France, with a major social media campaign, restaurant theatrics and billboards, and some fun surprises in-store in Paris. 

Credits

Client: McDonald’s France
Client Team: Xavier Royaux, Fabienne Jacopin, Freddy Marie & Maxime Gangneux  

Agency: TBWA\Paris  
Executive Creative Directors: Benjamin Marchal & Faustin Claverie 
Art Director: Philippe Taroux 
Copywriter: Benoit Leroux 
Art Buyer: Elise Kubler 
Photography: Cyrille Robin 
Set Designer: Soline D’Aboville
Account Management: Jonathan Serog, Julie Montagné, Matthieu Charles & Nicolas Selosse  

Sock Design Agency: Zakka  
Agency Manager: Marion Baudru         
Executive Creative Director: Nicolas Couagnon                             
Art Director: Diane Pelly