McDonald’s France: advert-body-3 by TBWA\Paris
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The Big Mac, the iconic “two all-beef patties, special sauce, lettuce cheese, pickles, onions on a sesame seed bun” sandwich turns 50 in 2018. To celebrate the McDonald’s menu item’s longevity, TBWA\Paris has crafted a campaign featuring patrons in retro looks from the various decades of its existence.
The campaign shows that, over the past 50 years, sports, technology, culture, politics and fashion have all changed, but one thing has remained constant – the Big Mac.
McDonald’s France and TBWA\Paris are using both print and digital media to take fans back in time to better understand just how classic the Big Mac really is.
The poster campaign uses four visuals to faithfully resurrect the best (er, most ridiculous) looks from the past several decades. The center of each image features the classic Big Mac being held by some truly retro characters in the stereotypical outfits and hairstyles of the day, like a big-haired couple from the 80s or wide-collar shirts from the 70s.
Credits
Agency: TBWA\PARIS
Advertiser Managers: Maurizio Biondi, Clémence Arnaud, Floriane Triacca
Agency Managers: Luc Bourgery, Marc Fraissinet, Agathe Bruneau, Priscilla Vaudevire
Executive Creative Directors: Benjamin Marchal and Faustin Claverie
Artistic Director: Philippe Taroux
Copywriter : Benoit Leroux
Art Buyer: Elise Kubler
Photographer: Felipe Barbosa
