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’sArt 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|