Ad of the Day Creativity

Ad of the Day: Minimalist McDonald’s ads pixelate iconic menu items

By John Glenday | Reporter



Creative Works article

July 6, 2021 | 3 min read

McDonald’s France is marking the reopening of restaurants across the country with a display of pixel art concealing menu favorites behind blocky low-resolution imagery.

McDonald’s is so confident that its iconic menu sells itself, it can afford to pixelate staple items instead of relying on typical ‘food porn’ shots.

Relying entirely on existing customer knowledge, the ‘No Logo’ campaign adopts a minimalist approach, obscuring its top-selling burgers behind a veil of pixelation, accompanied by the question ‘Guess who’s back?’. It was devised by McDonald’s long-term ad agency TBWA\Paris.

Pixels campaign puts McDonald's back in the picture

Pixels campaign puts McDonald’s back in the picture

Running across France to mark the reopening of franchise restaurants across the country, the low-key approach underscores just how entrenched McDonald’s branding has become in popular culture.

Lights on

Earlier this year, out-of-home (OOH) ‘Lights On’ work by Leo Burnett was widely shared online. The confident campaign only used its Golden Arches to promote McDonald’s home delivery service.

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Mcdonalds iconic stack

Then followed its typography-driven campaign ‘Iconic Stacks’. Through a series of OOH ads, Leo Burnett London demonstrates the power of minimalism by showcasing the anatomy of three McDonald’s menu items: The Big Mac, McMuffin and Filet-O-Fish.

McDonalds: No Logo by TBWA\Paris

By McDonalds

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