Open Late - Big Mac by TBWA Paris for McDonald's

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Open Late - Big Mac

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Industry Fast food
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles
Market France
Agency TBWA Paris
Executive Creative Director Benjamin Marchal, Faustin Claverie
Art Director Bruno Bicalho Carvalhaes
Copywriter Antoine Colin, Antoine Gauquelin
Released January 2017

Awards

Eurobest Awards 2017
Print & Outdoor Craft Photography Silver Eurobest
Outdoor Retail, E-commerce, Restaurants & Fast Food Chains Bronze Eurobest Campaign

Credits & Description

Client: Mcdonalds
Product (Service): Fast Food Restaurant
Agency: Tbwa\paris, France
Entrant: Tbwa\paris, France
Idea Creation: Tbwa\paris, France
Executive Creative Director: Benjamin Marchal (Tbwa\paris)
Executive Creative Director: Faustin Claverie (Tbwa\paris)
Art Director: Bruno Bicalho Carvalhaes (Tbwa\paris)
Copywriter: Antoine Gauquelin (Tbwa\paris)
Copywriter: Antoine Colin (Tbwa\paris)
Photographer: Helmut Stelzenberger (.)
Art Buyer: Julie Champin (Tbwa\paris)
SVP Chief Marketing Officer: Xavier Royaux (Mcdonald’s France)
Advertiser Supervisor: José Jacinto (Mcdonald’s France)
Advertiser Supervisor: Benoit Kolb (Mcdonald’s France)
Managing Director: Luc Bourgery (Tbwa\paris)
Deputy Managing Director: Jonathan Serog (Tbwa\paris)
Account Manager: Julie Montagné (Tbwa\paris)
Senior Project Manager: Magali Couturier (Tbwa\paris)

Synopsis:
A bright print campaign for McDonald’s restaurants’ late opening made by TBWA\Paris
Inspired by its minimalist Pictos campaign, McDonald’s goes even further and launches a campaign for the night birds.
The flashes of lights glow together and take the shape of the iconic brand products : Big Mac, Sundae and French Fries to announce the late summer schedules of McDonald’s restaurants.
This studio shoot required no less than 10 days of building and 2 days of shooting with 1100 LEDs, 80 meters of wire and 400 welds.
The campaign has been shot by Helmut Stelzenberger. It aims to communicate about the late opening of its restaurants until midnight or later.