Title	ICONIC ICONS
Brand	McDONALD'S
Product/Service	FAST FOOD
Category	A04. Promotional Item Design
Entrant Company	TBWA\PARIS, FRANCE
Advertising Agency	TBWA\PARIS, FRANCE

Name	Company	Position
Jean-francois Goize	Tbwa\paris	Creative Director
Philippe Taroux	Tbwa\paris	Art Director
Benoit Leroux	Tbwa\paris	Copywriter
Xavier Royaux	Mcdonald's	Vice President Marketing France
Luc Bourgery	Tbwa\paris	General Director
Camille Lopeo	Mcdonald's	Advertiser Supervisor
Celia Refalo	Mcdonald's	Advertiser Supervisor
Mattheo Pressmar	Tbwa\paris	Account Manager
Camille Favriaux	Tbwa\paris	Account Supervisor
Agathe Bruneaux	Tbwa\paris	Account Supervisor

Brief Explanation

Over the last 30 years, McDonald’s has become leader on its market but nowadays the competition is increasing quickly. So what distinguishes McDonald’s from its competitors is now less visible. The brand needs to emphasize its unique qualities in order to reinforce its leadership. So in 2013 and 2014, through the No Logo and Iconocons campaigns, McDonald’s decided to celebrate its iconic products, those that have established the firm’s strength and of which the brand is proud of. Both advertising campaigns reinforced McDonald’s uniqueness its customer relationship.

The Brief

In 2014, McDonald’s France launched an advertising campaign revealing pictograms representative of the Big 5 with a unique, simple and modern form and universal language, that place the brand at the heart of the pop culture. This campaign met a great success, especially among young people. The challenge in 2015 is to go further to seduce Millenials and continue to surprise them. The objective is to keep the brand at the heart of the pop culture and register it in the daily lives of young people.

How the final design was conceived

After the success in 2014, the obligation was to capitalize on the icons previously developed and keep their universal character without damages. So McDonald’s decided to mix its icons with the most famous emojis - the emojis that young people use everyday. A new discussion arises with a social dimension: love, happiness, like and fun. A design enables consumers to associate their emotions with their favorites products. Also, in order to let them claim their preferences, these new pictograms were designed to a limited collection with Colette, trendy store: t-shirts, tote-bags, scarfes, I-phone cases, notebooks and post cards.

Indication of how successful the outcome was in the market

Through these new designs, McDonald’s continues to play with its customers by decoding of messages. It’s a new chapter of the story for the core products with a second reading. Through this exclusive collaboration with the trendiest store, McDonald’s took good care to answer Millenials needs: offer a rare product that would match their personalities to make them feel unique. McDonald’s managed to confirm its status as trendy and cool brand. The story started in 2014 with drawings of iconic products on a simple blank sheet, five pictograms that became a large communication campaign (Billboard, Press, TVC). A proper language that goes beyond advertising and puts the brand at the heart of pop culture. In 2015, the story evolves. The pictograms meet the most famous emoticons and give birth to a new discussion with a social dimension: love, happiness, like and fun. This second reading enables consumers to associate, in the everyday life, their emotions with their favorites products.