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.