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McDonald’s minimalist advertising has repeatedly proven the adage that less is more.
The latest example from the fast-food brand hides its products in pixel art. Created by TBWA\Paris, the ads don’t have a logo—but McDonald’s Big Mac, Filet O’Fish, cheeseburger and fries are still recognizable through the artwork.
Each execution has the tagline “Guess who’s back.” The campaign promotes new restaurant openings in France.
McDonald’s began its global “no logo” strategy in 2013, with a campaign by TBWA\Paris consisting of classic menu items photographed up close with no branding at all.
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