ADC Awards
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Mmmmmmm
Agency Design by Disruption / New York + TBWA\San Juan + TBWA\Chiat\Day / New York + TBWA\HAKUHODO Inc. / Tokyo
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Category
Art Direction - Press / Poster / Poster Advertising - Series
Annual ID
ADC_ADV21_065M
About the Work
In a category where all food and ingredients look the same, McDonald’s called upon their most iconic asset and used it to create a visual language. The visual language was applied to products and ingredients and was brought to life in the form of both icons and patterns. The campaign ran in OOH, Digital OOH, Print Media, Social Media (including Instagram Stories that let you order using McDelivery), TVC, Cinema and in Restaurant.
In this visual language the arches become the mound of frosty fluff on top of a McFlurry. Turned on their side and piled up in rows, they mimic McDonald’s fries. With a few more twists and turns, they become a pile of hotcakes. The McDonald's name doesn't even appear in its entirety. Simultaneously, the multiple arches convey another message: “Mmmmmm.”
In this visual language the arches become the mound of frosty fluff on top of a McFlurry. Turned on their side and piled up in rows, they mimic McDonald’s fries. With a few more twists and turns, they become a pile of hotcakes. The McDonald's name doesn't even appear in its entirety. Simultaneously, the multiple arches convey another message: “Mmmmmm.”
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
TBWA\San Juan / San Juan
TBWA\Chiat\Day / New York
TBWA\HAKUHODO / Tokyo
Design Firm
Design by Disruption / New York
Client / Brand
McDonald's / Arcos Dorados / San Juan
Associate Creative Director
Luis Romero Rubio
Chief Creative Officer
Chris Beresford-Hill
Clarissa Biaggi
Kazoo Sato
Creative Director
Naoto Ichikawa
Yo Kimura
Executive Creative Director
Chris Rowson
Global Chief Creative Officer
Chris Garbutt
Motion Designer
Vivian Lee
Head of Design
Robyn Makinson
Senior Art Director
Gerardo Figueroa
Account Director
Yarelis Pérez
Business Director
Rosalie Jones
Business Lead
Shannon Nunn
Chief Executive Officer
Luzirene Mendoza
Marketing Manager
Adriana Cantero
Marketing Supervisor
Isabel Rovira
Jose Cruz
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