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Last summer, TBWA Paris unveiled a bold campaign for McDonald's that consisted entirely of classic menu items photographed up close—with no branding at all. (Did somebody say McDonald's? Not in those ads.)
Now, agency and client are back with a follow-up campaign that, in a way, is even more minimalist. Instead of the actual products, now we get clean, simple drawings of the products—turning them into actual icons. There is a bit more explicit branding on these, though, but it's still very subtle—a tiny Golden Arches next to the illustrations.
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