McDonald's Picto Ad Campaign Showcases Its Big 6 Items With Iconic Images

By: Alyson Wyers - Published: May 23, 2014 • References: & designtaxi
The golden arched fast food chain is jumping on the minimalism trend with the McDonald's Picto ads. Designed and conceived by creative agency TBWA/Paris, the campaign showcases the McDonald's menu 'Big 6' items.

The Big Mac, fries, hot fudge sundae, Filet-O-Fish, chicken McNuggets and Quarter Pounder with Cheese are all represented in pictogram form on a white background. A small gold 'M' logo is also apparent. In addition to the McDonald's Picto posters, an accompanying commercial advertisement also exists. At one point in the commercial, a group of young people can be seen wearing t-shirts with a different McDonald's Big 6 menu item and eating the corresponding food.

This unique and modern branding follows on the heels of a previous McDonald's ad campaign, 'Unbranded,' where items from the McDonald's menu were photographed up close without any additional branding. Stats for Minimalist Menu Branding Trending: Older & Average
Research: 723 clicks in 104 w
Interest: > 3 minutes
Concept: Mcdonald's Picto
Related: 57 examples / 44 photos
Segment: Neutral, 12-18
Comparison Set: 21 similar articles, including: teeth-baring box branding, everlasting burger photography, and incredibly speedy fast foods.