McDonald's: Unbranded, Big Mac

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

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

Published: July 2013

18 comments

Redpr's picture
Redpr
216 pencils

very useless

cvchitale's picture
cvchitale
1361 pencils

so wat do i do wth it?

picturejockey's picture
picturejockey
658 pencils

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.

Rhymie Z's picture
Rhymie Z
92 pencils

Works for me

Rhymie Z

Gernot Hörwertner's picture
Gernot Hörwertner
119 pencils

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

kubasagan's picture
kubasagan
113 pencils

senior interactive copy @ K2

GrumpyArtDirector's picture
GrumpyArtDirector
862 pencils

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

apuorva's picture
apuorva
104 pencils

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

iboo's picture
iboo
42 pencils

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.

Chikoshay's picture
Chikoshay
314 pencils

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

Sorry

iboo's picture
iboo
42 pencils

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.

Chikoshay's picture
Chikoshay
314 pencils

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

venom_elite's picture
venom_elite
752 pencils

who cares, they're fucking Jews

Jules Gaubert-Turpin's picture
Jules Gaubert-Turpin
16 pencils

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

Vsociety's picture
Vsociety
27 pencils

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...

Junior copywriter

jebus's picture
jebus
478 pencils

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.

GrumpyArtDirector's picture
GrumpyArtDirector
862 pencils

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...

toddy_drunkard's picture
toddy_drunkard
50 pencils

Mad cow disease.

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