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Unbranded, Big Mac

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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Highest Rated

iboo's picture

it works very well in the street. you see the billboard and you immediately want a McDonald.
Cool and effective. Well done, but you should add the Nugget one, it work very much as well.

iboo
Activity Score 43
Redpr's picture

very useless

Redpr
Activity Score 223
General Manager at Red Pepper advertising
cvchitale's picture

so wat do i do wth it?

cvchitale
Activity Score 1418
Copywriter
picturejockey's picture

The box of fries by McDonald's is unique so it is recognizable. One burger has a McDonald's logo on the wrapper. Once you have two ads like that, running two more without branding is no issue, people will recognize and associate those too as well. Gestalt.
They seem to have managed to create a buzz.

picturejockey
Activity Score 658
Creative Director at RK Swamy BBDO |

http://www.picturejockey.com
View Navin Harish's profile on LinkedIn

Rhymie Z's picture

Works for me

Rhymie Z
Activity Score 92
JWT Damascus |

Rhymie Z

Gernot Hörwertner's picture

only few brands can do that. mcdonald's can.

Gernot Hörwertner
Activity Score 126
Copywriter
kubasagan's picture
kubasagan
Activity Score 113
Copywriter at K2 Internet |

senior interactive copy @ K2

GrumpyArtDirector's picture

Interesting, but a little bit of context would be nice... What kind of magazines did these appear in? What was the real exposure?

GrumpyArtDirector
Activity Score 858
Art Director
apuorva's picture

not sure if this pic..but the other two work

apuorva
Activity Score 100
Art Director
iboo's picture

it works very well in the street. you see the billboard and you immediately want a McDonald.
Cool and effective. Well done, but you should add the Nugget one, it work very much as well.

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
iboo's picture

the idea is : don't need the logo to recognize the product.
your Aroma coffee campaign is focused on the logo, so it's different idea.

iboo
Activity Score 43
Chikoshay's picture

it wasn't the only ad...
can't find any of the others

Chikoshay
Activity Score 313
Copywriter
venom_elite's picture

who cares, they're fucking Jews

venom_elite
Activity Score 772
Art Director
Jules Gaubert-Turpin's picture
Jules Gaubert-Turpin
Activity Score 16
Copywriter |

fr.viadeo.com/fr/profile/jules.gaubert-turpin

Vsociety's picture

here's a little bit of context with the 3 tv ads that support the campaign. Very effective campaign. http://www.danstapub.com/la-nouvelle-campagne-sans-logo-de-mcdonalds-s...

Vsociety
Activity Score 27
Copywriter |

Junior copywriter

fauxjebus's picture

I like the print and outdoor but the TV executions are lame. They should have had a closeup of a big mac slowly turning for 30 seconds and no logo.

fauxjebus
Activity Score 500
Art Director at WAX
GrumpyArtDirector's picture

Thanks for the context. The print ads are way better than the TV spots, but it's definitely an interesting campaign. Can't help but wonder if they were influenced by this years Grand Prix...

GrumpyArtDirector
Activity Score 858
Art Director
toddy_drunkard's picture

Mad cow disease.

toddy_drunkard
Activity Score 50
Creative Director
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