The Big Mac, the Cheeseburger, the Sundae, the French fries, the Chicken McNuggets and the Filet-O-Fish… six products from McDonald’s that belong to the prestigious group of iconic products.
There is no need to name these products: you immediately recognize them. Long speeches aren’t necessary: everyone knows what they taste like and what they stand for. A logo would be redundant: you instantly understand who’s talking to you.
With this in mind, TBWA\Paris and McDonald’s decided to celebrate these iconic products as they deserved to be celebrated: by showing huge visuals in the press, in magazines as well as outdoor, without any kind of artifice.
The brand isn’t mentioned anywhere on these visuals, not a single indication would add to the impact of the communication. Because when a product speaks for itself, what more could we possibly say? But moreover, why should we say anything else?
Alongside this press plan of action, an outdoor and a TVC campaign have been released, starting July 24th throughout France.
For the outdoor campaign, the creative concept was the same as the one for the print campaign: sublimate these iconic products in a way that has never been done before, without any artifice or link to the brand.
For the TVC campaign, TBWA\Paris designed four films stressing the incredible effect that the sight of the visuals could cause. The movie director is Xavier Mairesse from Wanda Studios.