McDonald's: Say No More (Blurry Icons) by TBWA\SanJuan

McDonald's menu items are so iconic that people automatically recognize them with just a glance.

This is the proposal of the new brand campaign of McDonald's Puerto Rico and TBWA\San Juan, which presents its icons such as the Big Mac, Happy Meal and the McFries in a blurry way against simple single-colored backgrounds. This campaign aims to provoke and prove that anyone can recognize McDonald's icons, even from far away and without its famous Golden Arches. This campaign ran in social media, outdoor and print.

With a copy that reads "Say no more", the ad makes it clear that there is no need to explain much to understand what it is.