BIG MAC

Short List
TitleBIG MAC
BrandMCDONALD'S
Product/ServiceFASTFOOD PRODUCTS
Category B02. Outdoor
Entrant TBWA\PARIS, FRANCE
Idea Creation TBWA\PARIS, FRANCE
Credits
Name Company Position
Benjamin Marchal TBWA\Paris Executive Creative Director
Faustin Claverie TBWA\Paris Executive Creative Director
David Philip TBWA\Paris Copywriter
Olivier Mularski TBWA\Paris Art Director
Richard Ghanem TBWA\Paris Assistant Art Director
Alexandra Fremin TBWA\Paris Assistant Art Director
Camille Naulleau TBWA\Paris Print Producer
Xavier Royaux McDonald's France Advertiser Supervisor
José Jacinto McDonald's France Advertiser Supervisor
Benoit Kolb McDonald's France Advertiser Supervisor
Sandy Rousseau McDonald's France Advertiser Supervisor
Jonathan Serog TBWA\Paris Agency Account Management
Emmanuelle Escalère TBWA\Paris Agency Account Management
Louis Mainbourg TBWA\Paris Agency Account Management
Basile Viault TBWA\Paris Agency Account Management

Tell the jury about the art direction.

McDonald’s products are iconic. And we wanted to prove they are so iconic they are recognizable even if we don’t see them entirely. We decided to show them partially, using the pixel art principle and with the lowest number of pixels needed to be recognizable anyway, from far and from close. Every pixel has been colorized manually. The biggest challenge in art direction was to find the perfect balance to have a mysterious but recognizable visual. Our goal was to offer to the streets something better than a simple ad, our goal was to offer an artistic experience.