These Clever McDonald’s Outdoor Ads Have Giant Bites Taken Out of Them

Imagine having a client like McDonald’s that is so globally famous that you don’t even need to display the brand’s logo or name in ads. TBWAParis, which has worked with McDonald’s in France since 1985, has leveraged the power of the fast food brand’s menu in its latest campaign, which features out-of-home ads of a Big Mac, fries and a cheeseburger with giant, bite-shaped chunks missing from the edges.The images, which are instantly identifiable as McDonald’s products and yet feature no branding (save for distinctive red McDonald’s packaging on the fries billboard) are a continuation of the brand’s global “no logo” campaign strategy, which first launched in 2013 with a series of logo free close up product shots, and was followed by a a campaign that turned its most popular menu items into digital icons, minus any branding.In February, the creative idea returned once more, with a series of minimalist text-only outdoor ads by Leo Burnett that listed only the ingredients of popular McDonald’s items–but with no product shots, logos, or packaging.TBWAParis said its latest campaign was designed to show the “irresistibility” of McDonald’s core products. The billboards have been designed with clever bite marks missing from them, proving outdoor advertising does not need to be constrained by the usual static format. CREDITS: Client: McDonald’sAgenct: TBWAParisAdvertiser managers: Xavier Royaux, Anne Lainé, Clémence Arnaud, Clémentine Teissedre Dalou  Agency managers: Marc Fraissinet, Margaux Wanin, Laura Poirier Exectutive creative directors : Benjamin Marchal and Faustin Claverie Art directors: Valentine Foulonneau and Paul Reyrolle  Production: TBWAElse CEO: Maxime Boiron Director of production: Teva François  Chef Op: Noémie Gillot Producer: Michael Benzakoun TV producer: Kenza Cheriti Art buyers:  Carine Gallufo and Fériel Simon Designer: Eddy Penot Photographer / director:  Aurélien Chavaud @FMA le bureau Photographer’s agent: Prune Pariente @FMA le bureau 1st photographer assistant: Grégoire Brigand Lighting assistant:  Clément Brandely Digital operation:  Hugo Lubin Editing: The Abc 


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