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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