In French, the word “petit” (little) is often seen as negative. “A little problem”, “a little cold”, “a little late” … “Little” is a euphemism, the announcement of something that is rarely positive.

Except at McDonald’s: Little Duos, the Little Menus and Little Treats, three new menus for a tiny price. The brand and its agency DDB Paris challenged themselves to give a positive meaning to the word “petit” (little).

For this campaign, McDonald’s and DDB Paris teamed up with Rudi Rosenberg to portray everyday moments. A little call from the bank! A little argument between your kids! The little piece that the plumber will have to change!

A new little campaign on-air on TV, VOL, radio, social media, and in all McDonald’s restaurants.