Title | OPEN LATE |
Brand | MCDONALD'S |
Product/Service | FAST FOOD RESTAURANT |
Category |
G07. Photography / Curation of Images |
Entrant
|
TBWA\PARIS, FRANCE
|
Idea Creation
|
TBWA\PARIS, FRANCE
|
Credits
Benjamin Marchal |
TBWA\Paris |
Executive Creative Director |
Faustin Claverie |
TBWA\Paris |
Executive Creative Director |
Bruno Bicalho Carvalhaes |
TBWA\Paris |
Art Director |
Antoine Gauquelin |
TBWA\Paris |
Copywriter |
Antoine Colin |
TBWA\Paris |
Copywriter |
Helmut Stelzenberger |
. |
Photographer |
Julie Champin |
TBWA\Paris |
Art Buyer |
Xavier Royaux |
McDonald’s France |
SVP Chief Marketing Officer |
José Jacinto |
McDonald’s France |
Advertiser Supervisor |
Benoit Kolb |
McDonald’s France |
Advertiser Supervisor |
Luc Bourgery |
TBWA\Paris |
Managing Director |
Jonathan Serog |
TBWA\Paris |
Deputy Managing Director |
Julie Montagné |
TBWA\Paris |
Account Manager |
Magali Couturier |
TBWA\Paris |
Senior Project Manager |
The Campaign
To light the way to McDonald’s in the city of lights, we used brand’s iconic items such as the Big Mac, French Fries and Sundae. Turning them into bokeh lights to match with the magical atmosphere of a city at night.
Creative Execution
We first got the French sculptor Olivier Favart to create intricate light installations resembling three menu items — the Big Mac, French Fries and Sundae. The sculptures took 10 days to build and required more than 250 feet of wire, 400 welds and some 1,100 LED lights that operated independently.
Then, Helmut Stelzenberger photographed them with a bokeh effect, which blurs the out-of-focus points of light. This gives the effect of nighttime, reinforcing the message of the ads, which is that McDonald’s is “Open late.” The photoshoot itself took 2 days to complete.
Indication of how successful the outcome was in the market
First designed for the French market, the campaign was so appreciated by the global McDonald’s network that it will run in UK and China by 2018.
All three visuals received an unprecedented media coverage for a McDonald’s print campaign. Comments on social posts were very positive as well and highlighted the effort on making a real photo shoot versus a Photoshop work. A delicious surprise knowing that the brand is constantly tackled on social networks. “I hate that I love it” was one of those comments while Adweek described the visuals as “Probably the most artful McDonald’s campaign so far”.
Our approach was to be as simple and iconic as possible to generate an immediate awareness about McDonald’s late opening hours in the city.