TBWA\Paris follows the signs for McDonald’s France
The 280 Burger and the French, a story that has been going on for more than 20 years and which is well on its way to becoming permanent.
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The 280 Avenue Jean Jaurès, €280 to pay at the checkout, 280 meters before the next exit, a score of 280 points… So many signs that put the mouth of all fans of the iconic 280 burger from McDonald’s.
A well-honed sign mechanism that became a real “private joke” for the protagonist of this new movie created by TBWA\Paris for McDonald’s France. Two characters and a ritual : eat a 280 with each appearance of a 280 sign. Signs that they finally provoke, over time, to perpetuate the ritual.
Credits
View on- Agency TBWA/Paris
- Production Company Division/France
- Director Martin Kalina
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Credits
View on- Agency TBWA/Paris
- Production Company Division/France
- Director Martin Kalina
- Music/Post Production/Sound ELSE (In-House at TBWA France)
- Post Producer Eleonore Girard
- Post Producer Florence Marquet
- Music Creative Director Ferdinand Huet
- Music Creative Director Thomas Jacquet / (Music Supervisor)
- Sound Director Melanie Bourdet
- Art Director Julia Deshayes
- Copywriter Lena Monceau
- Creative Director Benjamin Marchal
- Creative Director Faustin Claverie
- Producer Elisabeth Boitte
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Credits
powered by- Agency TBWA/Paris
- Production Company Division/France
- Director Martin Kalina
- Music/Post Production/Sound ELSE (In-House at TBWA France)
- Post Producer Eleonore Girard
- Post Producer Florence Marquet
- Music Creative Director Ferdinand Huet
- Music Creative Director Thomas Jacquet / (Music Supervisor)
- Sound Director Melanie Bourdet
- Art Director Julia Deshayes
- Copywriter Lena Monceau
- Creative Director Benjamin Marchal
- Creative Director Faustin Claverie
- Producer Elisabeth Boitte
For the release of this campaign, TBWA\Paris has developed a 360 campaign drawing the thread of these signs on a multitude of assets.
The digital campaign capitalizes on fake advertisements highlighting 280. An advertisement for a Nuance 280 perfume or a new pair of sneakers 280, all these fake advertisements are finally real to make taste the burger and create “The sign that you expected to taste a 280”. A game has also been launched to encourage consumers to share the 280 most original products they see in their daily lives on the Instagram account @280bymcdo.
After seeing this campaign you also risk seeing the 280 everywhere!
