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When McDonald’s all-day breakfast menu launched in France, the brand could have focused all its marketing efforts on convenience or craving or any number of other traditional approaches.
Instead, agency TBWA\Paris took things in a very different and delightful direction. The agency has created a series of content that plays right into a modern internet obsession with “satisfying” videos, a trend that’s often hard to describe except to say that, like a visual form of ASMR, they scratch an itch inside your brain.