McDonald's is so confident that its iconic menu sells itself, it can afford to pixelate staple favorites instead of relying on typical 'food porn' photography' as it finally reopens restaurants in France.
Relying entirely on existing customer knowledge, the 'No Logo' campaign adopts a minimalist approach, obscuring its top-selling burgers behind a veil of pixelation, accompanied by the question 'Guess who's is back?' It was devised by McDonald's long-term ad agency TBWA\Paris.
Running across France to mark the reopening of franchise restaurants across the country the low-key approach underscores just how entrenched McDonald's branding has become in popular culture.
Earlier this year, out-of-home (OOH) 'Lights On' work by Leo Burnett was widely shared online. The confident campaign only used its Golden Arches to promote McDonald's home delivery service.
The followed its typography-driven campaign 'Iconic Stacks'. Through a series of OOH ads, Leo Burnett London demonstrates the power of minimalism by showcasing the anatomy of three McDonald’s menu items: The Big Mac, McMuffin and Filet-O-Fish.
Brand: McDonald’s France
Brand Managers: José JACINTO, Benoît KOLB, Sandy ROUSSEAU
Agency Managers: Jonathan SEROG, Emmanuelle ESCALERE, Louis MAINBOURG
Strategic Planning: Basile VIAULT
Executive Creative Directors: Benjamin MARCHAL et Faustin CLAVERIE
Artistic Director: Olivier MULARSKI
Copywriter: David PHILIP
Assistant Directeur Artistique: Richard GHANEM, Alexandra FREMIN
Producer: Camille NAULLEAU