McDonald's: MacFries Pedestrian Crossing

Advertising Agency: TBWA Switzerland
Creative Directors: Michael Kathe, Martin Friedlin
Copywriter: Michael Kathe
Art Director: Dominique Magnusson
Art Buying: Christina Hengstmann
Account Mng.: Guido Zehnder

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83 comments

TommyO's picture
TommyO
1866 pencils

Very very VERY nice. I love things like that.

Guest's picture
Guest

I hope I was this ad :/

Guest's picture
Guest

cool

Guest's picture
Guest

This is awful. It'll be a sad day when you can't look in any direction w/o seeing some type of advertisement.

Guest's picture
Guest

This is awful. It'll be a sad day when you can't look in any direction w/o seeing some type of advertisement.

Guest's picture
Guest

...so what did you expect to see in adsoftheworld.com?

Davai's picture
Davai
602 pencils

You walk on food. Look's dirty and does't make me want to go to mcdo.

TommyO's picture
TommyO
1866 pencils

Hmm. Got something there. It looks nice at the beginning, but I wouldn't want to see it after hundreds of feet walked on the fries.

keboin's picture
keboin
41 pencils

agree!
but I think the idea of making it a pedestrian line
makes the ad safe.

Phil Lestino's picture
Phil Lestino
1660 pencils

Surely nothing would ever make anyone want to go to Mcdo unless of course you had been out drinking with you mates and it was the only thing you could get hold of late at night.

aya78's picture
aya78
9 pencils

i agree

Guest's picture
Guest

I think this a a good idea, and I guess there are a lot of stupid people out there that just have to put negative comments on everything. This is great, and the whole "looks dirty" comment is just plain stupid. I bet that guy is an account director.

Davai's picture
Davai
602 pencils

I'm a creative working in France, but I bet you are a student that has never work for real clients. Don't make me laugh

Guest's picture
Guest

Sure you are.

dsklan's picture
dsklan
1927 pencils

nonsense!

Guest's picture
Guest

Sooo… cool!!!

:-)

Guest's picture
Guest

SOOOO GEIL!

;-)

John van de Vorstenbosch's picture
John van de Vor...
216 pencils

It looks nice at first, but what product advantage does it give us? "You can walk over our fries"? "Safe to cross"? "You'll find them on the road?" I got the feeling this is the beginning of something good, or something that should be killed. Looks nice, but it doesn't feel finished. At least not to me.

Guest's picture
Guest

You could either get two messages: the first one that these fries help you walk around, cross roads, get rid of your hunger... and the second one, sadly, that these fries are so bad and unhealthy that you can walk all over them..

luciacfc's picture
luciacfc
744 pencils

(this was me, sorry)

Guest's picture
Guest

domi for president

Guest's picture
Guest

Nice street art idea!

Guest's picture
Guest

great idea!

Schirone's picture
Schirone
98 pencils

^^^
agree with john. let's stop scream "miracle" everytime we see something original. not all original ideas are good o bring advantage to a product.

i'm here because i'm procrastinating

Guest's picture
Guest

To all you guys nagging around out there: that's just a pretty cool idea. Nothing less, nothing more.

Guest's picture
Guest

macdo fries taste like salted cupboard. but this ad makes em look five star kitchen!

Jaap Grolleman's picture
Jaap Grolleman
7006 pencils

It's an excellent use of space but I'm a bit worried cars won't recognize it as a pedestrian crossing.

MrKujak's picture
MrKujak
20 pencils

It's a fun idea. You don't need to sell people on McDonald's. Just remind them. This reminds me of one of their best products.

Guest's picture
Guest

cool idea.

punk's picture
punk
182 pencils

Lame.

Done!

Guest's picture
Guest

super geil!!!

Guest's picture
Guest

GO DOMI ;-)

Guest's picture
Guest

Makes every streetartist jealous. Certainly more spectacular then showing the USP or "benefit", like we used to do, 10 years ago.

AdsofChina's picture
AdsofChina
99 pencils

Brilliant! This is the sort of "advertising" we all should be looking to do. This is what will get you noticed and talked about.

Ads of China // 中国广告
http://adsofchina.wordpress.com

chamindarathnayake's picture
chamindarathnayake
377 pencils

SUUUUUUUUUUUUUUUUUUUUUUUUPERB!

Chaminda Rathnayake

Ed Rapport's picture
Ed Rapport
724 pencils

Damn.. That is fresh OOH.. Thanks, I just got my jolt of good advertising tonight. I'm very happy now..

ssguixi's picture
ssguixi
215 pencils

zombie pizza, yes
this, no

Guest's picture
Guest

Misson accomomplished:) Great job.
yvo.m

Guest's picture
Guest

if you remember Ariel/Tide using the pedestrian crossing, you might see this is lame!

Guest's picture
Guest
rurorjuror's picture
rurorjuror
722 pencils

gr8!

mikeelrapido's picture
mikeelrapido
1929 pencils

Great!

<---------------SexInAds------------------>

http://www.facebook.com/sexinads
http://sexinads.tumblr.com

Guest's picture
Guest

can't be better

Guest's picture
Guest

Wohooo! Supermega!

Guest's picture
Guest

Supermega!

Guest's picture
Guest

Wow, cool idea

Guest's picture
Guest

why would you want to put this on the street and make everyone walk on it? Are you selling Mc Donalds to me which was walked upon by like 10000's of poeple? Just because you saw stripes you, don't just paste fries within the shape!

Guest's picture
Guest

Sorry, this is crap! Walk on food? look at the fries?!?

stziapras's picture
stziapras
14 pencils

nice idea. i like it. I wonder though how do you get permission from the police or the state or whatever to use the road as an ad?

Guest's picture
Guest

Gooood!!!!!!!!! very gooooood!!!

Cube's picture
Cube
458 pencils

very forced in my opinion...

Guest's picture
Guest

it works...but I'm not a fan.

Guest's picture
Guest

Malisimo. Es una idea vieja vieja, no tiene nada de novedoso. No entiendo porque gusta tanto. En fin...

Guest's picture
Guest

WHATS THE IDEA IN THIS?WHY SHOULD I GO TO MCDONALD'S AFTER THIS? I MEAN WHY SHOULD I WALK ON THE FRIES AND THN GO TO EAT THOSE? A SIMPLE HOARDING WILL WORK HERE.

gbl's picture
gbl
451 pencils

The idea is brand power. If they can put their brand everywhere, they have power. And people love getting close of power.

gbl's picture
gbl
451 pencils

The idea is brand power. If they can put their brand everywhere, they have power. And people love getting close of power.

Guest's picture
Guest

Not SUCH good!

Guest's picture
Guest

Zebra crossings fulfill a real, public function, and should not be a commercial platform.

Guest's picture
Guest

This is very cool. I think this is a great idea! Way to think out of the box. In photo class my professor said that many pictures are boring because the picture is eye level. But this is a great way to take advantage of your surroundings and stand out from the rest of the competition. I like how McDonald’s incorporated the crosswalk as the fries. Great use of visuals! :)

-CKR Interactive Intern
www.ckrinteractive.com

Guest's picture
Guest

This is great! All these 'You walk on food. Look's dirty'-comments are just ridiculous. Just admit this is a brilliant idea. The only thing that annoys me about it is that i didn't have it.

Guest's picture
Guest

its really good. i don't like McDonald, but this is funny and good street art... people will remember this. and not because they walk on food, because its something new.

Guest's picture
Guest

This is not original at all. They are using a style already used by the street artist Roadsworth. Now HIS concepts are original. http://roadsworth.com/main/index.php?showimage=163&category=2
Shame on you Mcdonalds.

Guest's picture
Guest

There should be more like this...

http://popurri.squarespace.com

Guest's picture
Guest

I think the fact it's got so many comments makes it successful in someway. Seeing it and directly thinking "eh, i'm walking over the fries now i;m gonna eat them?!" is surely and obviously not the point and not the very first thing you would think. I would have thought you would generally see it think "ha thats clever... ah - McDonald's" and there cleverly its BANG straight in your mind.

Guest's picture
Guest

If your take away of this ad is that you are "walking on food," you should probably just quit advertising (if you're even in it). And if you don't like McDonalds for political reasons or otherwise, it doesn't matter. You're not the target. However, if you are considering going into Macs, this could be just the right push that almost hypnotically directs you to walk through the doors. It blends incredibly well into the urban environment and doesn't hit you over the head with a message. Very nice.

Guest's picture
Guest

Already done, and better than, Clio Silver and Cannes Golden Lion!!!

DDB Shanghai-Green Pedestrian Crossing

http://www.clioawards.com/winners/winners.cfm?medium_id=3&award_id=1&s...

Guest's picture
Guest

Already done, Already done, and better than the idea better

DDB Shanghai-Green Pedestrian Crossing, This outdoor has won Clio Silver and Cannes Golden Lion!!!

http://www.clioawards.com/winners/winners.cfm?medium_id=3&award_id=1&s...

kgeiger's picture
kgeiger
6843 pencils

Sorry, but just because the executions use the same media [no matter how untraditional], that doesn't mean you've used the same idea.
DDB Shanghai did something very different [in my opinion] than TBWA Zürich.
This is a nice piece of work.

Guest's picture
Guest

I do not like the idea(McDonald's: MacFries Pedestrian Crossing), how to eat French fries can use foot, and destroyed the McDonald's brand image.

Guest's picture
Guest

very cool is brilliant..!!

Guest's picture
Guest

Awesome! 10!

lucdesaulniers's picture
lucdesaulniers
1147 pencils

Illegal. So irrelevant (at least in the city where I live (Montreal)

Guest's picture
Guest

Did you bother to read the description?

aRianna_.'s picture
aRianna_.
281 pencils

good one!

Guest's picture
Guest

you guys think so much. the effect of this ad is not in the moment you walk on it... hellooooooo.

Guest's picture
Guest

love it!

zero27's picture
zero27
46 pencils

Nice Ad, but maybe not the safest use of public space. Anyway, a good idea.

--
zero/27 design
http://zero27.com.br

Guest's picture
Guest

invasion of public space! No more visual polution!

copyninja's picture
copyninja
40 pencils

Here in Finland that would be sooooo illegal. Restrictions, restrictions on advertising everywhere!

manumartin5's picture
manumartin5
1202 pencils

Very noticeable.. this will make an impact

manumartin5's picture
manumartin5
1202 pencils

Very noticeable.. this will make an impact

Edoz's picture
Edoz
238 pencils

Geniale!!! Assolutamente geniale!

murrey87's picture
murrey87
34 pencils

This definitely works. Very good outdoor ad!

Shiply on Smart2020.org

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