McDonald's Plasters Pictograms of Best-Known Products Across France

TV Ad Showing Young People Painting the Images Accompanies Outdoor Campaign

Published On
May 22, 2014

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McDonald's has released an outdoor campaign across Paris in which six of its best-known products -- Big Mac, Fillet-o-Fish, Fries, Cheeseburger, Chicken Nuggets and Sundae -- are simply depicted as brightly colored pictograms, with no other logo or branding. The pictograms will appear on 27,000 surfaces across France from June.

The work, by TBWA/Paris, is accompanied by this TV commercial showing a group of people painting the pictograms onto city walls and buildings by night, set to the soundrack of "Fly My Boat" by Lazy Jay. Wilfrid Brimo directed the spot via Wanda.