Responses by Camille Roulant and Emile Chiumino, creatives, TBWA\Paris
Background: Directional campaigns are usually boring and summed up by an arrow and a logo. Even if it’s one of the less inspiring subjects of a brand, we wanted to approach directional campaigns differently in order to be simple and beautiful, targeting all motorists craving for food.
Reasoning: We wanted to create a graphic unity among the 64 different combinations using an iconic McDonald’s product, the French fries, to indicate the direction of the closest restaurant. Using minimalistic lines and punchy colors was the best way to promote McDonald’s pop culture identity through a deceptively simple idea.
Challenges: Creating a memorable directional campaign considering that French road networks have tricky directions as roundabouts and bearing in mind that’s McDonald’s already excelled in this domain last year with the agency Cossette.
Favorite details: We are really delighted to have crafted this campaign ourselves, from A to Z, in house here at TBWA\Paris.
Visual influences: We were inspired by the work of painter Marina Apollonio, and strongly influenced by minimalism, an art movement of the twentieth century. The work of artist Sol LeWitt also helped us to create simple geometrical shapes and made us realize that the use of complex shapes only results in disruption of the unity of the whole.
Specific demands: We were asked to ground our campaign in the new McDonald’s brand identity that was released this year, that is to say: pop, flat designed and iconic.
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