McDonald's: PICTOGRAMS - Fries

The summer of 2013 was marked by an unheard of McDonald's campaign, putting the spotlight on its famous Big 6: the Big Mac, the Cheeseburger, the Fries, the Sundae, the Chicken Nuggets and the Filet-o-Fish.
6 products that symbolize the brand, celebrated extremely close-up, without a single logo or word. The audacious campaign from TBWA, Paris was very strongly recognized by the public (2nd favorite French campaign by Ipsos, with a record allocation of 90%) and its success was immense and accelerated, just as expected.

In 2014, McDonald’s wants to go even further by writing a new chapter of the story with TBWAParis. This chapter reveals the universal and iconic character of these 6 products in a brand-new way.

Embodied in the form of pictograms, this campaign is:
- Unique and modern, in the McDonald’s brand image
- Exclusive, simple and universal, just like the 6 iconic products
- A fun and intriguing addition to our cities, like McDonald’s restaurants