Agency: TBWA\Paris


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 !

This professional campaign titled '280 THE RITUAL' was published in France in May, 2022. It was created for the brand: McDonald's, by ad agency: TBWA\Paris. This Integrated medium campaign is related to the Food industry and contains 1 media asset. It was submitted almost 2 years ago.


Client Managers : Xavier Royaux, Anne Lainé, Vanessa Sales, Sophie Do Soutot, Lisa Campart, Floriane Triacca, Mahaut Dubreuil
Agency Managers : Christophe Neyret, Margaux Wanin, Julia Montagu, Mathilde Lippmann
Executive Creative Directors : Benjamin Marchal et Faustin Claverie
Art Directors / Copywriters : Julia Deshayes, Léna Monceau
Digital Art Director : Claire Celeyrette
Digital Copywriter : Camille Noble
CEO \Else & Head of TV : Maxime Boiron
TV Producer : Elisabeth Boitte
Movie Production : Division
Director : Martin Kalina
Post-Production : \Else
Post-Producer : Florence Marquet / Eleonore Girard
Sound : \Else
Head of Music and Sound : Olivier Lefebvre
Sound Producer : Fabrice Pouvreau
Music Art Director : Thomas Jacquet, Ferdinand Huet
Coordination and VO : Mélanie Bourdet


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