Cannes Lions

McDonald's "Plates"

TBWA\ SWITZERLAND, Zurich / MCDONALD'S SUISSE RESTAURANTS SÀRL / 2019

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Overview

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Credits

Overview

Background

McDonald’s is all about the taste. A taste that is so familiar and unique, that people have it present, even if they are not at a McDonald’s restaurant. To underline this strong memorable taste we were briefed to create visuals, that underline the unique & delicious taste of McDonald’s and it’s all time present in ones mind.

Idea

We all know the moment, when there’s food served that simply tastes bland and boring. This is the moment we tell, the moment we’re daydreaming for something tasty. And draw what we crave for directly into the tasteless food in front of us: something from McDonald’s.

By doing so, we put the focus on what McDonald’s is all about: great taste for everyone

Execution

To underline our message we chose the four meals that are internationally known and perceived as bland food, that trigger your daydream and craving for the McDonald’s taste. Our approach was to put those meals in several scenarios and out of the perspective of the person that got served this meal before he or she drew the McDonald’s logo into it afterwards: A diner, a wedding, a rustical restaurant and “lunch at Grandma”.

Outcome

The campaign results were not available at the time of submission.

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