Agency: TBWA\Paris
Client: McDonalds
Date: Jul 2021
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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

Agency: TBWA\Paris

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