Title	CHEESE BURGER
Brand	MCDONALD'S
Product/Service	FASTFOOD PRODUCTS
Category	B02. Outdoor
Entrant	TBWA\PARIS, FRANCE
Idea Creation	TBWA\PARIS, FRANCE

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.