280 THE RITUAL

280 Avenue Jean Jaurès, 280 to pay at the checkout, 280 meters before the next exit, a score of 280 points… So many signs that put the mouth of all fans of the iconic 280 from McDonald’s.

A well-honed sign mechanism that became a real “private joke” for the protagonist of this new movie signed TBWA\Paris for McDonald’s France. Two characters and a ritual : eat a 280 with each appearance of a 280 sign. Signs that they finally provoke, over time, to perpetuate the ritual.

For the release of this campaign, TBWA\Paris has developed a 360 campaign drawing the thread of these signs on a multitude of assets.

The digital campaign capitalizes on fake advertisements highlighting 280. An advertisement for a Nuance 280 perfume or a new pair of sneakers 280, all these fake advertisements are finally real to make taste the burger and create “The sign that you expected to taste a 280”. A game has also been launched to encourage consumers to share the 280 most original products they see in their daily lives on the Instagram account @280bymcdo.

After seeing this campaign you also risk seeing the 280 everywhere !