McDonald’s Fries Tell No Lies
One of the things I continue to learn as a designer is that less is more. You know, a minimalist approach to conveying a thought or message with the least amount of words or artwork.
Writers, newspaper editors in particular, are masters at this with 3 and 4 word headlines that tell you enough about the story that interests you to dig deeper for the rest of the details. Fast food restaurant icon McDonald’s is pretty good at it as well. In fact, their latest ad campaign takes a page from their Canadian counterparts and turns their iconic French fries into directional arrows on highway billboards.
Created by the clever minds at TBWA/Paris, fries tell no lies when they point you in the direction of the nearest Mickey D’s. And that’s precisely what they do, although the fries in the billboards take on the shape of bright yellow lines on an equally brightly-coloured billboard.
Words are few but when you are hungry and tearing up pavement at slightly over the speed limit, a highway billboard featuring a giant flow chart of McDonald’s French fries guiding you to the neighbourhood drive through will obviously be a welcome sight. One that McDonald’s is hoping will steer you to the nearest off-ramp. The Canadian campaign features the highly-recognisable Golden Arches also acting as directional beacons and this new marketing scheme is a variation on that theme.
Got a hankering for something to chow down on? McDonald’s has you covered and reminds you that yes, indeed, you can have fries with that.
Images: Creative Review
Agency : TBWA\Paris
Executive Creative Directors : Benjamin Marchal, Faustin Claverie
Art Directors : Camille Roulant, Emile Chiumino