McDonald's: Family Proof by TBWA\Paris

McDonald’s France is reasserting itself as a family-friendly restaurant with the help of four childhood prints prepared by TBWA/Paris.

‘Family proof’ seeks to position the fast-food business as a place of fun and play courtesy of striking visuals photographed by Maud Rémy-Lonvis which looks to showcase the iconic golden arches in a new light.

The four prints feature colorful hand prints, a ketchup splotch, crayon drawings and playful stamps, all with a stenciled McDonald's logo and a 'Family Proof' stamp.

In a statement, the burger chain wrote: “For a child, life is often made of constraints: do not run, do not touch, do not get dirty… But at McDonald’s, it’s not like anywhere else: you can spend the day in it, you can eat whenever you want, and you can play at the same time. In a nutshell, it's a real leisure destination, which rhymes with freedom for families.

“This freedom is essential in everyday life that McDonald's France decided to transcribe with this campaign aimed at families.”