With summer coming to an end, many are enjoying their final picnics outdoors. Since mid-June McDonalds has been offering its Cooler Bag, allowing friends and families to keep their snacks at the perfect temperature.
This new campaign signed by TBWA Paris is inspired by the famous saga of "pictos" the minimalism of which honours the brand's iconic products.
It is through the poetic universe of the illustrator Baptiste Stéphan that the properties of the cooler bag are revealed. The artist's landscapes are transformed revealing the brand's iconic products, Big Mac, fries and sundaes thanks to the temperature contrasts between their silhouettes and the desert landscapes.