McDonald’s minimalistic ad hides burgers and fries in pixel art

New McDonald’s ad campaign “no logo” for a fast-food chain that lacks any branding.

The latest example of a fast-food brand hides its products in pixel art. Created by TBWA\Paris, the ad has no logo, but McDonald’s Big Mac, Filet O’Fish, cheeseburger, and fries are still recognizable through illustrations.

Each performance has the slogan “Guess Who’s Back”. The campaign promotes the opening of new restaurants in France.

McDonald’s began its global “no logo” strategy in 2013, with a TBWA\Paris campaign of classic menu items photographed up close with no branding at all. Since then, it has applied a similar approach in all markets, including France, Germany, and the UK.

Other “no logo” work includes last year’s outside advertisements featuring gigantic bitten food – also from TBWA\Paris, and text-only billboards listing the ingredients of classic menu items created by Leo Burnett London.


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