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Responses by TBWA\San Juan

Background: The project was for the new Say No More brand campaign for McDonald’s in Puerto Rico. The competition here is tough, and our client wanted something to disrupt the whole over-saturated and hard sell market, especially in OOH. Our target audience was people in general, but mostly quick service restaurants, or fast food restaurant, lovers.

Reasoning: McDonald’s’ branding has been very strong and consistent for many decades. Its menu items are so recognizable that people barely need to see them to know what they are. The Big Mac, the McFries and the Happy Meal are all icons by themselves, and there’s no secret that the French fry emoji resembles a package of McFries. At the beginning, we did a little test adding Gaussian blur to the Big Mac image. The idea was there, but we thought we needed more craft to make it special. We wanted to invite our audiences to look deeper into the images and start a conversation with themselves: Is that a……? Yes it is.

Challenges: We wanted the project to look like a real unfinished painting; the whole process was a trial and error thing. Also, getting the right amount of blur on each piece was tricky, but the most challenging thing was getting everything done before the deadline.

Favorite details: Photographing art can be very difficult, but the postproduction team at La Salvación Studio captured all the details we wanted—the texture of the canvas and the thickness of the paint were on point. Choosing the right people for the job is very important, and La Salvación Studio did an amazing job.

Visual influences: Pop art and street art were definitely big influences. From the way pop art artists used the brands back then, to the street art techniques of difuminacion (blurring) and paint-dripping, we wanted to create something nice to watch, a piece of art.

Time constraints: We wished we had more time for fine-tuning. A piece can always be better, but sometimes you just need to let go and see what happens. We can fine tune things forever.

Anything new: Less is more.

tbwasanjuan.com

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