Advertising agency Leo Burnett Dubaï recently put together a fun and fresh campaign for McDonald's popular fast food menu that deconstructs the various ingredients and presents them as Pantone paint chips. The clever campaign creatively puts the brand onto mainstream movements popularized by the color predictions Pantone makes seasonally. In addition, the deconstructed nature of each food ingredient also provides an element of brand transparency in what goes into each fast food item.
The advert features a unique take on the Pantone color chart by using the various ingredients needed to construct a Big Mac in place of paint chips. Each ingredients is presented as such in a square form with the name of the ingredient listed below, as if a paint sample. The branding is minimalist focusing on the simplicity of the food ingredients.
Fast Food Paint Pairings
This McDonald's Food Ad is Presented as a Pantone Color Sample
Trend Themes
1. Deconstructed Food Advertising - Opportunity for brands to creatively deconstruct their products and present them in unique and engaging ways.
2. Branded Color Charts - Potential for brands to use color charts or Pantone-inspired designs to showcase their products and create visual impact.
3. Brand Transparency in Advertising - Growing demand for brands to promote transparency and showcase the ingredients or processes involved in their products.
Industry Implications
1. Fast Food - Fast food chains can explore innovative ways to present their menu items and enhance brand visibility through creative advertising campaigns.
2. Advertising - The advertising industry can capitalize on the trend of deconstructing products and using visual elements, like Pantone color samples, to create captivating ads.
3. Food Packaging - Food packaging companies can incorporate the concept of deconstructed ingredients and branded color charts into their packaging designs to attract consumers and convey transparency.