When it rains outside, and the hunger pangs begin to start, the allure of a food delivery service is hard to ignore.
Based on this insight, the print campaign plays with the urban dimension of the McDonald's brand, in a series of visuals that depict buildings and stormy skies seen through windows soaked in the rain.
The evocative photographs were taken by the photographer Robert Baden.
TBWA\Paris has been supporting McDonald's expansion in France since 1985. France is an integral country for the brand, as it is its second most profitable market in the world.
In 2017, the agency produced a similarly visually enticing series of work to communicate the late opening hours of McDonald's fast food stores. Breaking away from the burger chain's flashy, bright 'n' loud creatives, the print campaign captured the strange beauty of LED lights softened through a lens.
Shot by Helmut Stelzenberger, glowing bulbs were used to form the fuzzy, but distinguishable shapes of a Big Mac, ice cream sundae and a portion of French fries.