One Show 2017 | ||
---|---|---|
Design | Immersive / Environmental: Indoor Spaces | Merit |
Cannes Lions 2016 | ||
Design | Comprehensive Branding Programs: Creation of a new Brand Identity: Consumer / Corporate | Bronze Lion |
Cristal Awards 2016 | ||
Design | Point of Sale | Emerald (Bronze) |
Title: Originals
Agency: Tbwa\Paris
Agency W&Cie
Brand: Mcdonalds
Country: France
Advertising Agency: Tbwa\Paris
Entrant Company: Tbwa\Paris
Media Agency: Tbwa\Paris
Pr Agency: Tbwa\Paris
Production Company: Tbwa\Paris
Additional Company: Tbwa\Paris
Design Agency: Tbwa\Paris
Executive Director: Matthéo Pressmar (Tbwa\Paris)
Senior Account Planner: Christophe Moiroud (Tbwa\Paris)
Graphic Designer: Fabien Gilles (Tbwa\Paris)
Creative Director: Jean-François Goize (Tbwa\Paris)
Graphic Designer: Romain Belleville (Tbwa\Paris)
Account Director: Camille Favriau (Tbwa\Paris)
Print Production Manager: CĂ©cile Sahridj (Tbwa\Paris)
Copywriter: Frank Marinus (Tbwa\Brussels)
Art Director: Michael Mikiels (Tbwa\Brussels)
Graphic Designer: Miguel Mantilla (Tbwa\Paris)
Managing Director: Luc Bourgery (Tbwa\Paris)
Account Manager: Agathe Bruneau (Tbwa\Paris)
Executive Creative Director: Benjamin Marchal (Tbwa\Paris)
Executive Creative Director: Faustin Claverie (Tbwa\Paris)
Account Director: Stephanie Caude (Tbwa\Paris)
Executive Director: Marion Floch (Tbwa\Paris)
Outcome:
The concept has been a success: -Satisfaction rate: 8,1 points-94% of re-visit intention-Would recommend Originals: 92%-Great design experience: 8,6 pointsThe Originals concept has been confirmed as the new compact format of McDonaldâs restaurant for urban implementation. About 10 new restaurants will open their doors in 2016.
Execution:
One credo: Make it consistent. From the walls, the ordering kiosk, the packaging, the uniforms, the outdoor posters to the promotional activations, it is all about McDonaldâs icons.All the touch points enrich the brand experience.
Strategy:
This restaurant concept confirms McDonaldâs leadership, in an increasingly competitive market. It led to rejuvenating the brand image thanks to this restaurant, modelled on the campaign: Iconic, simple and modern.
Synopsis:
In 2014, to emphasize the iconic character of their core products, McDonaldâs created a universal language, through the âOriginalsâ campaign.This campaign became a pop cultural event in France and even enriched the iconic dimension of McDonaldâs core products.
Campaign Description:
With this success at our fingertips, we decided to go a step further: What if we created a place dedicated to those icons?For the very first time in McDonaldâs history, an advertising campaign led to the creation of a new restaurant concept: Originals.A place dedicated to McDonaldâs icons that offers consumers a unique experience. Capitalizing on the strength of its icons, all the merchandising design and communication tools have been stripped down. Just like in the campaign, products are only represented by their pictograms. Pictograms are so strong that the McDonaldâs logo is not even necessary.With packaging, and bags, the McDonaldâs icons lived on, outside of the restaurant.The design of the restaurant defines the brand, with a unique visual identity.