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Unbranded, Filet-O-Fish

Campaign
Agency Network: 
Published/Aired: 
July 2013

Description

Epic close-up images of McDonald's iconic foods with little or no branding.

Print advertisement created by TBWA, France for McDonald's, within the category: Food.

Advertising Agency: TBWA, Paris, France
Creative Director: Jean-François Goize
Art Buyer: Julie Champin
Food Creative Director: Maud Poilpré
Food Stylist: Anne-Claire Delphin
Photographer: Sue Atkinson
Production / Agent: Trayler & Trayler
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venom_elite's picture

brilliant

venom_elite
Activity Score 772
Art Director
apuorva's picture

the M wrap is killin it...

apuorva
Activity Score 100
Art Director
uncertaintly's picture

Agreed.

uncertaintly
Activity Score 223
iboo's picture

it doesn't work because of the logo. you break your own concept.

iboo
Activity Score 43
Chikoshay's picture

Been done in Israel for Aroma coffee 2 years ago.
http://mizbala.com/?p=5453
can't find the full campaign online.

Sorry

Chikoshay
Activity Score 313
Copywriter
pierrelastname's picture

zzzzzz

pierrelastname
Activity Score 2869
Copywriter
uncertaintly's picture

Sad...

uncertaintly
Activity Score 223
toddy_drunkard's picture

Art direction sucks because of the wrap. Lame.

toddy_drunkard
Activity Score 50
Creative Director
Tero Ylitalo's picture

This is a brilliant concept. However, this image doesn't work. Like iboo said earlier: 'it doesn't work because of the logo. you break your own concept.' Fish-o-fillet isn't that recognizable? Is that what they are worrying about? If so, then drop the image.

Tero Ylitalo
Activity Score 628
Planner at Zeeland
Emanresu's picture

I don't have a problem with the logo here, it's very faint. And it would help those who would be unable to differentiate this from John's fish sandwich down the street.

Emanresu
Activity Score 2148
Graphic Designer at Apparel design.
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