At the touch screen kiosks in McDonald’s you can order your food yourself.

And while you actually choose from a menu, it’s almost like you finger-paint

your order, already thinking of the incredible joys of eating those yummy fries

and burgers with your fingers. And that may leave some traces on your own

touchscreen devices…

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.

The campaign is too recent to measure the effect, but the touchscreen order

kiosks are appreciated and used by the public.