McDonalds: Oddly Satisfying Egg McMuffin by TBWA\Paris

Agency: TBWA\Paris
Client: McDonalds
Date: Sep 2019
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When McDonald's tapped into the internet trend - oddly satisfying videos - to push its all-day breakfast range, some argued it was arguably more alluring than wafting the smell of egg McMuffin through your computer screen. Now, the original GIFs have been made into one tantalising film.

In a similar vein to ASMR videos, it's hard to find the words to explain why 'satisfying' videos hit the spot. Playing around with form and patterns, animators have learnt how to trigger unusual feelings of satisfaction for their viewers.

In an eye-catching, aesthetically pleasing piece of work, TBWA\Paris worked with the 3-D animator Matthieu Braccini to create a series of GIF's as an Egg McMuffin version of the internet sensation. Given the success of the campaign, Braccini has compiled them into one video with a soundtrack.

With bright pastel colours typically found on The Simpson's, the film explores various ways of presenting the deconstructed ingredients that make up the all-day breakfast favourite.

It opens with a vibrantly coloured stream of animated bacon, making its way down a flight of stairs like a liquid carpet runner. Upon the gliding bacon carpet, bouncy orange balls shaped like egg yolks make their way down each step to the soothing sound of atmospheric music.

In another scene, an infinite loop of yellow stripes folds over itself, resembling processed cheese. In the next, buns slice in half, before rolling off to be toasted. As the film continues, Braccini presents more and more tantalising ways to convey the softness, roundness, smooth and silky aspect of the product.

Credits

Agency: TBWA\PARIS

Advertising 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

Creative Director: Maud Poilpré

TV Producer: Mathilde Nanot-Lachkar

Production: TBWA\Else

CEO: Maxime Boiron

Director: Maud Poilpré

Digital:

Production: Line Georges, Pierre Rebourseau

Creative lead: Nicolas Barrès

Programmer: Kamal Zitouni

3D Illustrator: Matthieu Braccini

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