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McDonald’s embraces minimalist creative to launch cooler bag

McDonald’s is banishing its reputation for gaudy colors, clowns and cacophonous restaurants with the poetic and calming launch of its cooler bag.

Developed by TBWA/Paris, the campaign finds a new appreciation for the US brand’s most iconic products by employing a distinctively French visual style inspired by the sagas of ‘pictos’ created by illustrator Baptiste Stéphan.

Franchise favorites the Big Mac, skinny fries and ice cream sundaes are reimagined in ghostly portals superimposed upon an Arctic tundra and expansive desert. By peering into the menu item in question, audiences are transported to the opposing climatic extreme.

The portal-style link between hot and cold serves to promote the cooler bag, which promises to keep your meal at the ideal temperature.

Running across France, the campaign will also be introduced to select restaurants through a print and social media device.

The cooler bag innovation follows a successful faster food ‘walk-through’ billboard pop-up in London, which minimized McFlurry melt times by bringing refreshments direct to passersby.

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