The Drum Awards Festival - Extended Deadline

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Agency: TBWA\Paris
Client: McDonald's
Date: Sep 2017
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In a break away from its usual bright ‘n’ loud creative, McDonald’s has unveiled a series of posters that capture the strange beauty of LED lights softened through a lens.

The print campaign was shot by Helmut Stelzenberger and devised for the French market by TBWA\Paris to communicate the late opening hours of the fast food store. Glowing bulbs were photographed to form the fuzzy but distinguishable shapes of a Big Mac, ice cream sundae and a portion of French fries.

According to TBWA, it took 10 days to construct the light sculptures, using 1,000 LEDs, 80 metres of wire and 400 welds. The photoshoot itself took two days to complete.


Advertising Managers : Xavier ROYAUX, José JACINTO, Benoit KOLB

Agency Managers : Luc BOURGERY, Jonathan SEROG, Julie MONTAGNÉ, Magali COUTURIER

Executive Creative Directors : Benjamin MARCHAL & Faustin CLAVERIE

Copywriters : Antoine GAUQUELIN, Antoine COLIN


Photographer : Helmut STELZENBERGER

Art buyer : Julie CHAMPIN