mcdonald's paris billboards are so provocative they have been literally bitten

since 1985, advertising agency TBWA paris has been supporting mcdonald’s with its expansion in france, resulting in a long relationship that has created memorable campaigns that have influenced popular culture. called bitten billboards, their latest campaign continues with the no logo direction, and features three backlit billboards around the city of paris which have been, literally, bitten.

images by TBWA paris

for the bitten billboards campaign, TBWA paris took three of mcdonald’s most popular products: a bigMac, a cheeseburger and fries. each product has been photographed in detail, resulting in close-up pictures that are easily recognizable. to showcase how irresistible the american fast food products are, each billboard has been bitten, leaving teeth marks behind, as the victim of an overwhelming craving for mcd’s.

to accompany the billboards, there’s also a video that not only discloses the brand, but also gives us more detail into the actual bite.

project info

advertising agency: tbwa\paris, france
advertiser managers: xavier royaux, anne lainé, clémence arnaud, clémentine teissedre dalou
agency managers: marc fraissinet, margaux wanin, laura poirier
executive creative directors: benjamin marchal, faustin claverie
art directors: valentine foulonneau, paul reyrolle
production: tbwa\else
CEO: maxime boiron
director of production: teva françois
chef op: noémie gillot
producer: michael benzakoun
tv producer: kenza cheriti
art buyers: carine gallufo, fériel simon
designer: eddy penot
photographer / director: aurélien chavaud / @fma le bureau
photographer’s agent: prune pariente / @fma le bureau
1st photographer assistant: grégoire brigand
lighting assistant: clément brandely
digital operation: hugo lubin
editing: the abc