LOOK Whose brand is it anyway?

In yet another campaign without its brand name plastered on the ads, McDonald’s has run its simplest campaign yet, illustrating the power of its iconic brand.

Created by TBWA Paris, these illustrations will be appearing on more than 2,700 outdoor displays in France – and banks on the idea that consumers will recognise these ads as being for McD’s (and not any other burger brand.)

This is part of a follow-up campaign from McDonald’s led by TBWA Paris last summer. The campaign consisted entirely of classic menu items photographed up close, without brands on them.

This time, the agency and client came up with even more minimalist designs. Instead of the actual products, the agency turned them into icons. A tiny Golden Arches logo appears next to the illustrations.

Photo credits: Adweek

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