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

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Originals [video]

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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

Awards

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

Credits & Description

Title: Originals
Agency: Tbwa\Paris
Agency W&Cie
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
Design Agency: Tbwa\Paris
Executive Director: Matthéo Pressmar (Tbwa\Paris)
Senior Account Planner: Christophe Moiroud (Tbwa\Paris)
Graphic Designer: Fabien Gilles (Tbwa\Paris)
Creative Director: Jean-François Goize (Tbwa\Paris)
Graphic Designer: Romain Belleville (Tbwa\Paris)
Account Director: Camille Favriau (Tbwa\Paris)
Print Production Manager: Cécile Sahridj (Tbwa\Paris)
Copywriter: Frank Marinus (Tbwa\Brussels)
Art Director: Michael Mikiels (Tbwa\Brussels)
Graphic Designer: Miguel Mantilla (Tbwa\Paris)
Managing Director: Luc Bourgery (Tbwa\Paris)
Account Manager: Agathe Bruneau (Tbwa\Paris)
Executive Creative Director: Benjamin Marchal (Tbwa\Paris)
Executive Creative Director: Faustin Claverie (Tbwa\Paris)
Account Director: Stephanie Caude (Tbwa\Paris)
Executive Director: Marion Floch (Tbwa\Paris)
Outcome:
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.
Execution:
One credo: Make it consistent. From the walls, the ordering kiosk, the packaging, the uniforms, the outdoor posters to the promotional activations, it is all about McDonald’s icons.All the touch points enrich the brand experience.
Strategy:
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.
Synopsis:
In 2014, to emphasize the iconic character of their core products, McDonald’s created a universal language, through the “Originals” campaign.This campaign became a pop cultural event in France and even enriched the iconic dimension of McDonald’s core products.
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.The design of the restaurant defines the brand, with a unique visual identity.