A Bright Idea

September 2017

As McDonald’s is synonymous with celebration here at Icon, we found the new poster campaign for McDonald’s France very fitting, with its sparkling, festive look. Designed by TBWA\Paris, the campaign uses simplicity to celebrate the brand’s key products and advertise the late night opening hours.

Though simple in appearance, the campaign took ten days of building and two days of shooting, with 1100 LEDs used, to capture the shimmering, abstracted look. It works as a testament to McDonald’s success as well, that they can use such a simple concept with abstracted visuals and still be instantly recognisable. When working with campaigns, we know that the communication of the message is the most important part, and this campaign communicates clearly that McDonald’s France is open late in the most simple, direct way.