blurry mcdonald’s campaign by TBWA\ proves its menu items' iconic status

creative agency TBWA\ san juan proves that there is no need to explain much when it comes to mcdonald’s, with a campaign that presents icons such as the big mac, happy meal and the mcfries in a blurry way against simple single-colored backgrounds. created for the fast food company’s puerto rico branch, the campaign ran in social media, outdoor billboards, and print.

all images courtesy of TBWA\ san juan

aiming at provoking and proving that anyone can recognize mcdonald’s icons, even from far away and without its famous golden arches, TBWA\ san juan proposed a series of blurred menu items that seem to be sprayed against brightly colored backgrounds. the latest ad campaign for mcdonald’s puerto rico is finished with a copy that reads ‘no se diga más’ (‘say no more’ in english), making it clear that there is no need to explain further, for people to understand what it is showing.

the mcdonald’s big mac appears spray-painted on a red canvas

the happy meal on a street billboard

set against a purple backdrop, the item is instantly recognizable from its faded shape and color

the mcfries are printed on a bright blue backgroundthe campaign’s copy reads ‘say no more’, stating the items’ instant recognizability

project info:

client: mcdonald’s puerto rico

agency: TBWA\ san juan

chief executive officer: luzirene mendoza

creative director: clarissa biaggi / josé vallecillo

senior copywriter: luis romero

senior art director: gerardo figueroaa

account executive: yarelis pérez

production: la salvación studio