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Creative Work of the Week: McDonald’s Paris gives artful, fries-based directions

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By Kyle O'Brien, Creative Works Editor

August 7, 2019 | 2 min read

Leave it to the French to make McDonald’s artistic. While most fast food places might give directions to their restaurants with a logo and maybe an arrow, McDonald’s takes it a step further, with artful renditions of its signature French fries pointing the way.

The campaign, by TBWA\Paris was inspired by the minimalist art movement and shows a box of fries against colorful backdrops. The fries grow out of the box and become directional arrows, pointing the way to the nearest McDonald’s.

Eight colors serve as the backdrop for 64 different combinations of signage, with the signs saying simple directions like “Turn Left” and “2nd Exit at the Roundabout.”

For its artistic minimalism, The Drum’s readers voted it the Creative Work of the Week.

Make sure to view our latest Creative Works roundup and vote for your favorite spot from around the globe to help find next week’s winner. And don’t forget to visit the Creative Works page to see the latest creative campaigns from Europe, Asia and the Americas.

See the work by clicking on the Creative Works box below.

McDonald's DOOH ads

McDonald's: The Right Way by TBWA\Paris

By McDonald's

Overall Rating 5/5

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Creative Work of the Week Creative Works Advertising

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McDonald’s France

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