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How McDonald’s Breaks the OOH Rules! And Succeeds!

Rule Breaking —Record Making —Defying

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Antibes is a resort town between Cannes and Nice on the French Riviera

Rule Breaking—Record Making —McDonald’s Creative Defies 

We all admire the cool and daring designs McDonald’s creates for OOH.
Everyone collectively nods, ‘what a great design!’ How daring! No branding! G

Not the first McDonald’s billboard. It”s an early one.

Let’s remember what McDonald’s did over the years using OOH to help accomplish the immediate recognition of just about everything visually associated with McDonald’s; golden arches, red box of fries, and a Big Mac.  It all started with something like the billboard in the photo above.  Note, no food is shown.  Price and fast service was the message. Now it’s a mission to be a contemporary burger company.  Shifting from predominately red with splash of yellow, it has pivoted to yellow as in sunshine, with red as an accent.  Along the way, OOH is a constant and large commitment for McDonald’s. God bless the investment over the years.

Today, they create these ‘incomplete images’ in outdoor advertising, incomplete in terms of cropped, redefined or tweaked. It produces brevity, which makes it a more perfect OOH design. 

Here is the latest from McDonald’s, with french fries pointing the way to the nearest restaurant. It is just the art and not of the actual OOH execution. Every design looks great as a piece of art on your computer monitor. We aren’t saying this one is bad or good. We are saying, it really doesn’t count unless it’s ‘on the street’ and on an OOH format. Or better said, we wish we had photos of the billboards.  Don’t stop with this photo, we have 15 more must see photos with follows the credits. See them all!

Client: McDonald’s France
Agency: TBWA\Paris
Account Supervisors: Xavier Royaux, José Jacinto, Benoit Kolb
Agency Account Managers: Jonathan Serog, Julie Montagné, Matthieu Charles
Executive Creative Directors: Benjamin Marchal & Faustin Claverie
Art Directors: Camille Roulant, Emile Chiumino


More McDonald’s rule breaking, record making creative!
See them all below

The traffic ‘flows’ as a box of fries to McDonald’s


 Roundabout for a Big Mac


They called it a bold campaign with no branding.  Bold or not, it is brilliant.
No branding needed.
They really didn’t even need the little ‘M’ arch in the lower right. Did they?

TBWA Paris  2014



Davis Elen 6 second video
enlarge the screen


The stairway to Heavenly Fries

Hockey at Chicagoland McDonald’s
The fries are shaped like hockey sticks

photo of mcdonalds' bus shelter



McDonald’s has become as All American as
Baseball, Hot Dogs, Apple Pie and Chevrolet.

Golden Arched colored Statue of Liberty


The sweet smell of French Fried success


Double burger


Canadian agency, Cossette, cropped the Golden Arches into directional arrows, a simple and well executed idea that ended up winning the Outdoor Grand Prix at the 2018 Cannes Lions. 

Last Year’s Winning Cannes


TBWA\Paris poked fun at rival Burger King,
advertising directions to the nearest McDonald’s and then,
through a towering and convoluted billboard,
the nearest BK location—a mere 258 kilometers away.





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