These Clever McDonald’s Outdoor Ads Have Giant Bites Taken Out of Them

TBWA\Paris continues the brand's creative streak of logo-free advertising

Latest work is a continuation of McDonald's "no logo" global campaign. McDonald's / TBWA Paris
Headshot of Sara Spary

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 Burnett that listed only the ingredients of popular McDonald’s items without product shots, logos or packaging.

TBWA\Paris said its latest campaign was designed to show the “irresistibility” of McDonald’s core products.

The billboards have been designed with clever bite marks missing from them, proving outdoor advertising does not need to be constrained by the usual static format.

Client: McDonald’s
Agenct: TBWA\Paris
Advertiser managers: Xavier Royaux, Anne Lainé, Clémence Arnaud, Clémentine Teissedre Dalou  
Agency managers: Marc Fraissinet, Margaux Wanin, Laura Poirier 
Exectutive creative directors : Benjamin Marchal and Faustin Claverie 
Art directors: Valentine Foulonneau and Paul Reyrolle  
Production: TBWA\Else 
CEO: Maxime Boiron 
Director of production: Teva François  
Chef Op: Noémie Gillot 
Producer: Michael Benzakoun 
TV producer: Kenza Cheriti 
Art buyers:  Carine Gallufo and Fériel Simon 
Designer: Eddy Penot 
Photographer / director:  Aurélien Chavaud @FMA le bureau 
Photographer’s agent: Prune Pariente @FMA le bureau 
1st photographer assistant: Grégoire Brigand 
Lighting assistant:  Clément Brandely 
Digital operation:  Hugo Lubin 
Editing: The Abc 

The Fans. The Brands. Social Good. The Future of Sports. Don't miss the upcoming Brandweek Sports Marketing Summit and Upfronts, a live virtual experience on Nov. 16-19. Early-bird passes available until Oct. 26. Register now

@saramayspary Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.