McDonald's Print, Outdoor Fries by TBWA\ Zurich


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Industry Fast food
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles
Market Switzerland
Agency TBWA\ Zurich
Creative Director Bruce Roberts, Manuel Wenzel
Senior Art Director Bettina Klossner
Copywriter Clement Obiegbu
Released April 2017


Cannes Lions 2017
Outdoor Indoor Posters: Retail, e-Commerce, Restaurants & Fast Food Chains Bronze Lion Campaign

Credits & Description

Title: Fries
Agency: Tbwa\Zurich
Brand: Mcdonalds
Country: Switzerland
Entrant Company: Tbwa\Zurich
Advertising Agency: Tbwa\Zurich
Creative Director: Bruce Roberts (Tbwa\Zürich)
Creative Director: Manuel Wenzel (Tbwa\Zürich)
Senior Art Director: Bettina Klossner (Tbwa\Zürich)
Graphic Designer: Gaston Filippo (Tbwa\Zürich)
Copywriter: Clement Obiegbu (Tbwa\Zürich)
Art Buyer: Ilonka Gaillard (Tbwa\Zürich)
Entry Summary:
In late 2016 McDonald’s Switzerland launched a mobile app for the first time. In the highly competitive app market, the most visible distinction at first sight is the app icon itself. And because McDonald’s products are among the most recognizable products in the world, we transformed four main hero products into instantly recognizable app icons. The billboards promoted the icons appeal and made them key-visuals and the heart of the campaign. With dramatically minimalized visuals, the McDonald’s App was able to stand out as an icon by itself.