McDonald's fries show the way to go in France's minimalist directional campaign
TBWA/Paris is behind latest attempt by the brand to make signposts into art
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McDonald's won industry plaudits, including a Cannes Outdoor Grand Prix, for its 2018 campaign using the Golden Arches to create directional signposting.
That campaign was by Canadian agency Cossette, and now here's another, from TBWA/Paris, that also attempts to make directions into art -- using the iconic McDonald's fries packet. The ads tap into minimalism, with the fries packet on a pastel color background and the lines of the fries pointing the way to go. According to the agency, the campaign uses eight colors in total, to make 64 different combinations. It's an eye-catching idea that may also whet your appetite-- as well as being another helpful way to direct you to your nearest restaurant.
Credits
- Date
- Jul 29, 2019
- Client :
- McDonald's-France
- Agency :
- TBWA-Paris
- Account Supervisor :
- Xavier Royaux
- Account Supervisor :
- José Jacinto
- Account Supervisor :
- Benoit Kolb
- Agency Account Manager :
- Jonathan Serog
- Agency Account Manager :
- Julie Montagne
- Agency Account Manager :
- Matthieu Charles
- Executive Creative Director :
- Benjamin Marchal
- Executive Creative Director :
- Faustin Claverie
- Art Director :
- Camille Roulant
- Art Director :
- Emile Chumino
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