McDonald's Outdoor, DM, Design & Branding Originals by TBWA Paris


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Industry Fast food
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Direct marketing, Design & Branding
Market France
Agency TBWA Paris
Executive Creative Director Benjamin Marchal, Faustin Claverie
Creative Director Jean-Francois Goize
Art Director Michael Mikiels
Copywriter Frank Marinus
Print Production Manager Cécile Sahridj
Service Agency W&Cie
Released March 2016


Cannes Lions 2016
Design Packaging Design: Comprehensive Range Gold Lion
Design Comprehensive Branding Programs: Creation of a new Brand Identity: Consumer / Corporate Bronze Lion

Credits & Description

Agency: Tbwa\Paris
Brand: Mcdonalds
Country: France
Advertising Agency: Tbwa\Paris
Entrant Company: Tbwa\Paris
Media Agency: Tbwa\Paris
Pr Agency: Tbwa\Paris
Production Company: Tbwa\Paris
Additional Company: Tbwa\Paris
Agency W&Cie
Design Agency: Tbwa\Paris
Graphic Designer: Fabien Gilles (Tbwa\Paris)
Senior Account Planner: Christophe Moiroud (Tbwa\Paris)
Creative Director: Jean-François Goize (Tbwa\Paris)
Print Production Manager: Cécile Sahridj (Tbwa\Paris)
Copywriter: Frank Marinus (Tbwa\Brussels)
Managing Director: Luc Bourgery (Tbwa\Paris)
Executive Director: Marion Floch (Tbwa\Paris)
Art Director: Michael Mikiels (Tbwa\Brussels)
Account Manager: Agathe Bruneau (Tbwa\Paris)
Executive Creative Director: Benjamin Marchal (Tbwa\Paris)
Account Director: Camille Favriau (Tbwa\Paris)
Executive Creative Director: Faustin Claverie (Tbwa\Paris)
Executive Director: Matthéo Pressmar (Tbwa\Paris)
Graphic Designer: Miguel Mantilla (Tbwa\Paris)
Account Director: Stephanie Caude (Tbwa\Paris)
Graphic Designer: Romain Belleville (Tbwa\Paris)
In 2014, to emphasize the iconic character of their core products, McDonald’s created a universal language, through the campaign: Originals.This campaign became a pop cultural event in France and even enriched the iconic dimension of McDonald’s core products.
This restaurant concept confirms McDonald’s leadership, in an increasingly competitive market. It led to rejuvenating the brand image thanks to this restaurant, modelled on the campaign: Iconic, simple and modern.
One credo: Make it consistent. As for the design of the restaurant, pictograms are the only illustration on the packaging.Packaging is stripped of any food pictures.This led to the creation of a very impactful range that creates a unique language:-with immediate recognition for crew members in the kitchen-and very fun for customers
The concept has been a success: -Satisfaction rate: 8,1 points-94% of re-visit intention-Would recommend Originals: 92%-Great design experience: 8,6 pointsThe Originals concept has been confirmed as the new compact format of McDonald’s restaurant for urban implementation. About 10 new restaurants will open their doors in 2016.
Campaign Description:
With this success at our fingertips, we decided to go a step further: What if we created a place dedicated to those icons?For the very first time in McDonald’s history, an advertising campaign led to the creation of a new restaurant concept: Originals.A place dedicated to McDonald’s icons that offers consumers a unique experience. Capitalizing on the strength of its icons, all the merchandising design and communication tools have been stripped down. Just like in the campaign, products are only represented by their pictograms. Pictograms are so strong that the McDonald’s logo is not even necessary.With packaging, and bags, the McDonald’s icons lived on, outside of the restaurant.