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Imagine having a client like McDonald’s so globally famous that you don’t even need to display the brand’s logo or name in ads.
TBWA\Paris, which has worked with McDonald’s in France since 1985, has leveraged the power of the fast food brand’s menu in its latest campaign, which features out-of-home ads of a Big Mac, fries and a cheeseburger with giant, bite-shaped chunks missing from the edges.
The images, which are instantly identifiable as McDonald’s products and yet feature no branding (save for distinctive red McDonald’s packaging on the fries billboard) are a continuation of the brand’s global “no logo” campaign strategy, which first launched in 2013 with a series of logo-free close-up product shots, and was followed by a campaign that turned its most popular menu items into digital icons, minus any branding.
In February, the creative idea returned once more, with a series of minimalist text-only outdoor ads by Leo...