McDonald’s – Print Campaign

What a fun idea from TBWA Zurich! This is as simple as advertising gets – no copy whatsoever and only the logo.

We love how this uses the idea of eating something ‘boring’ and thinking about something tastier or more rewarding (like McDonald’s of course) can be communicated using just the logo. It shows what you can do when a brand is as entrenched as McDonald’s is in consumers’ psyches.

This has definitely been a bit of a theme this week, as Monday’s post where we highlighted an outdoor campaign by Coca-Cola is using a very similar visual approach: Taking iconic parts of your branding and creating minimalist, powerful marketing messaging. You can see that post here.

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Coca-Cola – Outdoor Campaign

It’s very special when a brand is so recognisable that you can use parts of its design in new ways, without having to tell the viewer exactly what it’s all about. That’s something that Publicis Milan did here with such great thinking. They wanted to connect Coca-Cola with recycling and to do so, they used the iconic ‘ribbon device’ we know from the brand as a pointer to where Coca-Cola branded recycling bins were.

Given that this campaign originated in Italy, we have one word to say: Bravissimo!

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