The Sacrifry

Wherever McDonald's legendary golden fries are enjoyed around the world, a familiar problem arises: The fries are rarely eaten alone. All too often there‘s a hand nearby that forces the owner to sacrify at least one.
Based on this insight, we developed a poster campaign that replicates the typical scattering of fries, as they are ready to be enjoyed. Using a radically simple layout, each ad tells another story about someone craving a fry and daring to steal it – for example, a cheeky seabird or a taxi driver with a late-night hunger.
The motifs rely exclusively on form, color and repetition. Without any food shots, the campaign conveys a simple message that is as old as McDonald's itself: fries are irresistible.