TBWA Paris takes branding out of McDonald’s campaign

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

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).

Credits:
Advertising Agency: TBW PARIS
Outdoor/Print

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

 

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  • Char

    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.

  • http://www.bk.com B. Ger King

    Is the gold arches on green background logo not bothering anyone else?

  • http://suaongchua.biz/ sua ong chua

    How can I refuse them !!???!!!

  • http://www.kanoti.com Martin

    What’s going on in the middle of the fries? Dodgy photoshopping.

  • Tommy

    @Martin – misalignment on a 48 sheet probably.

  • Gary

    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!

  • Curator

    Rien à péter.

  • http://www.abbeymanchester.co.uk/subjects-and-courses/two-year-a-levels/art-and-design.aspx Stuart

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

    The ads must be working.

  • Matteous

    Branding is more than just showing a logo – I thought CR would know that!

  • Cici

    bold of McD to buy the idea

  • http://www.beta-love.com Beta Love

    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.