Spikes Asia

Fingerprint

TBWA\SHANGHAI, Shanghai / MCDONALD'S / 2016

Awards:

1 Shortlisted Spikes Asia
Presentation Image
Supporting Images
Supporting Images

Overview

Entries

Credits

Overview

Background

People love eating at McDonald’s, but nobody likes queuing to order: choosing with all those people behind you and a crewmember in front of you is stressful. Using a self-order touchscreen kiosk takes that stress away. You don’t confront a crewmember, you go at your own pace, you can change your mind, … it’s so much easier and relaxing. Plus you pick up your food at a separate ‘quick’ counter.

Execution

The main visual shows one of McDonald’s iconic products, which are visualized using fingerprints. The shape is a little messy, as if naturally finger-painted, but the product is still very recognizable. The lighthearted presentation of the product causes immediate likeability, very much in line with the overall tone of voice of the brand.

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