Monday, 2 September 2013

McDonalds "unbranded"

"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, TBWAParis 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?"

Agency: TBWA Paris
Client: McDonald’s
Art Buyer: Julie Champin
Creative Director: Jean-François Goize
Food Creative Director: Maud Poilpré
Photographer: Sue Atkinson
Food Stylist: Anne-Claire Delphin

From Creative Review's newsfeed, 29th July 2013

This was a terrific project to work on with a great team.   Some very long days but we all had the same goal in mind and managed to develop quite a family spirit by the end of the week.   I even learned a bit more French - including some things I must most definitely not repeat by accident!

Here are a few "behind the scenes" shots.
LOTS of extension on the camera
Working on the cheeseburger

Guess where the rice came in!

When the food stylist turns her back...
When the art director turns their back...

A bouquet of nuggets

On parade

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