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Creative

McDonald’s Shows the Way with Minimalist French Fries Directional Campaign

TBWA\Paris launches a series of colourful direction ads featuring the iconic fries

McDonald’s Shows the Way with Minimalist French Fries Directional Campaign

McDonald’s shows the way in its new directional campaign featuring its iconic French fries.

In advertising, showing a brand’s direction is usually summed up to its logo and a arrow. McDonald’s France decide to stand out with a directional campaign inspired by an emblematic artistic movement of the 21st Century: minimalism.


Pictured on a colorful backdrop, French fries will show the way. According to the direction, 8 colors are able to make 64 different combinations.

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Creative Agency

Creative Agency: TBWA\Paris

Executive Creative Director: Benjamin Marchal and Faustin Claverie

Art Director: Camille Roulant, Emile Chiumino

Account Supervisors: Xavier Royaux, José Jacinto, Benoit Kolb

Account Managers: Jonathan Serog, Julie Montagné, Matthieu Charles

Client

Advertiser: McDonald's France

Category: Fast food , Retail and Restaurants