McDonald's goes super minimalist with pixel art billboards

Work from TBWA/Paris promotes restaurant openings in France

Published On
Jul 06, 2021

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. 


Filet o Fish