McDonalds’s decision not to brand their recent ads was a bold move, but an effective one. Their minimalistic campaign certainly turned heads and showcased their strong brand power.
With just a picture of McDonalds’s products itself and nothing else, TWBA/Paris took to the streets and placed these billboards in various neighbourhoods. Even with part of the billboard chomped away, McDonalds’s burgers and fries are so iconic that they are easily distinguishable, without any other words or logo accompanying it.
And this is no easy feat either. These life-sized billboards were custom-made to appear bitten using a traditional boiler work technique before they were installed in the streets.
It isn’t just any brand that would be able to pull off the same thing – but with McDonald’s heavy brand recognition amongst consumers, these ads would certainly communicate just what it was meant to.
Indeed, the closeup shots of the food only serve to present it in an ever more tempting manner. It’s no wonder these billboards have been “bitten off”! At least, that’s what the displays seem to be trying to convey to us – that McDonalds’s products are so irresistible that anyone walking past the billboards on the streets would be tempted to take a bite, momentarily forgetting that they aren’t real!
With such an unconventional ad design, the billboards certainly turn heads due to its deviation from the normal rectangle shape. The lack of a logo or supporting text further powers the message through to consumers.
TWBA/Paris has been working with McDonald’s on their marketing campaigns over the years. Though headquartered in New York, they have a global presence, including Paris, France, where these billboards were installed. These ads were meant to be a continuation of McDonald’s No Logo campaign concept, where they intentionally avoid using their brand on their ads – to showcase just how recognisable McDonald’s truly is.
McDonald’s statement ads have been so tremendous thus far, we can’t wait to see what they are going to come up with for their next step of the No Logo campaign.