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TBWA Paris takes branding out of McDonald's campaign

Advertising, Photography

Posted by Anna Richardson Taylor, 31 July 2013, 15:17    Permalink    Comments (11)

Do you know your Big Mac from your Double Whopper? A new campaign for McDonald's by TBWA Paris relies on consumers being able to do just that, highlighting six of the chain's 'iconic' products without a shred of branding.

The Big Mac, Cheeseburger, Sundae, French fries, Chicken McNuggets and Filet-O-Fish need no introduction, according to the agency, which goes on to explain the campaign's concept thus: "Long speeches aren't necessary: everyone knows what they taste like and stand for. A logo would be redundent, you instantly understand who's talking to you."

The campaign, which runs across France in print and outdoors, features close-up images of the items but eschewing logo or any other branded visuals (apart from maybe the grease-proof paper just visible in two of them). "The brand isn’t mentioned anywhere on these visuals, not a single indication would add to the impact of the communication," states the agency. "Because when a product speaks for itself, what more could we possibly say? But moreover, why should we say anything else?"

It is accompanied by a similarly understated television campaign, directed by Xavier Mairesse, which shows people's reactions to the mouth-watering imagery and its aftermath, again with no reference to the brand in the script (see Interview and Yoga below).

Advertising Agency: TBW PARIS

Creative director: Jean-François Goize
Food creative director: Maud Poilpré
Photographer: Sue Atkinson
Creative director: Jean-François Goize
Production: Wanda
Film Director: Xavier Mairesse


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I like the posters, they're a bit like rubbish/aged fast food photography of old.

I don't like the ads, especially the yoga one. Too contrived.
2013-07-31 17:31:40

Is the gold arches on green background logo not bothering anyone else?
B. Ger King
2013-07-31 23:58:35

How can I refuse them !!???!!!
sua ong chua
2013-08-01 09:19:27

What's going on in the middle of the fries? Dodgy photoshopping.
2013-08-01 13:10:34

@Martin - misalignment on a 48 sheet probably.
2013-08-01 15:23:49

Do people really fall for these photos anymore? You've more chance of finding life on the moon than a Big Mac that looks like that - and we all no it!

@Martin - for a picture based campaign like this the Photoshop massive fail is rather embarrassing!
2013-08-01 16:55:02

Rien à péter.
2013-08-05 17:24:00

I know it's wrong, but I'm really ungry now.

The ads must be working.
2013-08-06 10:19:37

Branding is more than just showing a logo - I thought CR would know that!
2013-08-06 17:37:20

bold of McD to buy the idea
2013-08-07 05:19:38

Ballsy print ads. Like it alot. The only bad thing is that it's still Mcdonalds...

Saying that, I could do with a Big Mac.
Beta Love
2013-08-09 16:36:47

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