More minimalism from McDonald’s

New McDonald’s France campaign from TBWA\Paris takes minimalism to new extremes by doing away with the food entirely

By

Many of McDonald’s recent campaigns, particularly those for France, have had a stripped-back, minimal aesthetic. Now TBWA\Paris has revealed a new set of minimalistic posters, which follow the popular sparkly Open Late campaign, launched just last month.

The three posters in this campaign feature just the packaging of the brand’s three archetypal products – the Big Mac, the Nuggets and the French Fries. The brand takes minimalism to a new extreme with these posters which are devoid of any text, or even the actual product; just a few lonely crumbs.

 

Credits: 
Client: McDonald’s
Agency: TBWA\Paris
ECDs: Benjamin Marchal & Faustin Claverie
Art Director: Margaux Chalard
Photographer: Florent Tanet
Photofinisher: Xavier Cariou @Artifices

Latest from CR

More from CR

The Monthly Interview: Glenn Kitson

In the first of a new interview series, Anna Higgs talks to Glenn Kitson about combining a career as an ad director with being a ‘meme lord’, and his strategies to stay centred and fresh in a world which can often just want more of the same

Image shows the text-based design on the cover of the book On NFTs by Robert Alice, and a metal hard-case, on a bright blue background. The spread features

What happened to NFTs?

Non-fungible tokens experienced a gold rush a couple of years ago, before mainstream interest waned and the market went into decline. Artist Robert Alice, who has edited an extensive new book on NFTs, talks to us about one of the most elusive, and divisive, web3 developments

Opening Line

Why brand language matters

Opening Line founder Zosia Swidlicka discusses why the world of brand language remains so misunderstood, and how it inspired her to create her new publication Between the Lines

Otherway acquisition

Otherway on being acquired

Following creative agency Otherway’s acquisition by Common Interest, founder Jono Holt discusses what it means for the company’s future and what he’s learned along the way

AI Iain Tait

Laughing with AI

AI is addictive fun for creatives, but without having a seat in the boardroom of its development they risk being exploited by it. Here’s why we need to start reading the T&Cs, says Food co-founder Iain Tait