McDonald's goes super minimalist with pixel art billboards
Work from TBWA/Paris promotes restaurant openings in France

Editor's Pick
McDonald's French agency TBWA/Paris is well known for its beautiful artworks for the brand—from triptychs of empty fast food boxes to fries packs turned into road signage, it has taken a minimalist approach that we've also seen adopted by the brand in other markets, as well as in its new global packaging design.
The latest campaign from the agency, which promotes new restaurant openings in various French cities, uses pixel art for what is perhaps the agency's most logo-free effort yet. The creative is simply blocks of color that suggest McDonald's food items—a Big Mac, Cheeseburger, Fries and Filet-o-Fish—together with the text: "Guess who's back?"
The images are running as outdoor ads throughout France, as well as on social media.
Credits
- Date
- Jul 06, 2021
- Client :
- McDonald's-France
- Agency :
- TBWA-Paris
- Brand Manager :
- José Jacinto
- Brand Manager :
- Benoit Kolb
- Brand Manager :
- Sandy Rousseau
- Agency Manager :
- Jonathan Serog
- Agency Manager :
- Emmanuelle Escalere
- Agency Manager :
- Louis Mainbourg
- Strategic Planning :
- Basile Viault
- Executive Creative Director :
- Benjamin Marchal
- Executive Creative Director :
- Faustin Claverie
- Artistic Director :
- Olivier Mularski
- Copywriter :
- David Philip
- Assistant Director :
- Richard Ghanem
- Assistant Director :
- Alexandra Fremin
- Producer :
- Camille Naulleau
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