McDonald’s new ads are all mosaics, the less you can see the more attractive the design?

Besides covering objects, how else can mosaic be used?

McDonald’s recently handed in a full score creative answer sheet-using mosaic to advertise. Take a closer look at the picture below. Can you see what this is?

The answer is French fries, how long did it take you to recognize it. Such an interesting idea also made many people exclaimed:

A mosaic picture turned me hungry.

Seeing this mosaic, I'm hungry

In the past, fast food advertisements mostly used the appearance of burgers, french fries, chicken and other foods to reflect their "color, fragrance," and in turn arouse people's hunger and promote product sales.

But this time McDonald's chose to do the opposite. Not only did it lack fragrant burgers, slightly burnt brown fries, but even the iconic McDonald's logo was gone.

▲ McDonald's Big Mac Burger Set

It's completely a mosaic of various pixels, with only a sentence in the lower right corner: guess who's back (guess who's back).

They are one of McDonald’s recently launched "No Logo" campaigns. After the advertisement was released, it caused a lot of discussion. Compared with traditional advertisements, it is really refreshing and even triggered a new competition-who can be the fastest accurate I recognize that the mosaics are all those McDonald's foods.

▲ Can you recognize what they are?

And when the audience recognizes a Big Mac or a sweetfish burger, the product images that appear in their minds will stimulate the taste buds, and it is inevitable that "a mosaic picture is hungry".

But in fact, this is not the first time McDonald's has promoted products through mosaic images. In April of this year, it took an NFT wave and launched NFT digital products based on McDonald's burgers, chicken legs, and French fries, which are also composed of a bunch of mosaic pixels.

It even maintains the same animation form as the traditional advertisement. The chicken legs fall into the bowl one by one, and the burgers are combined layer by layer. Even the fuzzy mosaic can be quickly recognized.

▲McDonald’s pumped a few pixel NFT products on Instagram, and they were very popular

These novel and interesting advertising designs can be traced back to 2013, when McDonald’s implemented a “no-brand” promotion strategy with the help of the advertising company TBWA. It strengthened its image in the minds of consumers by launching minimalist creative advertisements and promoted the increase in sales of McDonald’s products. .

Moreover, as time progresses, the degree of simplicity in advertising design has become higher and higher. The promotion in 2013 is still a partial enlargement of the product. When people look at this picture, it can remind people of McDonald's burgers and highlight the brand characteristics.

Later, it became a flat icon design. Burgers and French fries became flat graphics. Now they are changed to mosaics. It can't be simpler. Some people even ridiculed the designers. It’s so friendly, so I don’t need to take pictures and change pictures frequently.

But in fact, the publicity effect of this series of advertisements is surprisingly good, otherwise McDonald's would not insist on using the same design style for so long. Sales in France, which is the main promotion area for the series of advertisements, have increased significantly, and even become McDonald's second largest profitable market in the world.

More importantly, this series of advertisements proved one thing. McDonald's brand image is very stable, otherwise people would not be able to recognize the McDonald's Big Mac Burger just by a mosaic picture.

The less you can see the more attractive the design?

The No logo series of mosaic advertisements are really refreshing. There are no realizing products and no product promotion features. Instead, they have achieved a win-win situation between sales and public opinion. In fact, there are many companies that use such "intangible" designs in the advertising industry.

MUJI may be one of the companies that are best at non-physical design, advocating that nothing is there, and it also maintains a consistent simplicity and no products and no brand in poster advertising. In the first poster released in 1980, the concise style was undoubtedly revealed. Apart from a large number of texts, there was only one hand-held MUJI small card picture.

In 1983, MUJI launched the classic poster "Nature, of course, no seal". In the hand-drawn drawings, children wear the same hat as Saturn, which is a good example of MUJI's advocating nature and emphasizing comfort. Since then, most of the advertisements were similar. Most of the posters were drawn from nature and characters. Although they did not reveal MUJI's products, they established the concept of natural and comfortable products in people's minds, which promoted sales growth.

▲ MUJI classic poster

Coca-Cola, a household name in the same family, also knows this. In 2020, it launched a series of minimal print advertisements. It also does not have any Coca-Cola products, but it can quickly recognize that this is Coke.

The advertisement uses a lot of red as the background. There is only a Coca-Cola logo and a small sentence "Feel it" in the picture. It seems to violate the basic rules of intuitive and easy-to-understand, but if you look closely, you will find that the text in the picture and the layout of the Coca-Cola logo are the same as the classic glass curved bottle of Coke.

Feel it is in the position of the bottle cap, and the Coca-Cola logo is in the center of the bottle. It seems that there is no product, but it is actually "hidden".

And compared to ordinary advertisements, this minimalist advertisement is also a bit more fun. In the process of identifying the curved bottle, people interacted with this print advertisement, which is interesting and fun.

Even Apple in the technology industry is also one of the supporters of non-physical design. Since 2003, others have launched a series of silhouette ads to promote the iPod.

Most of the advertising pictures show one or more characters dancing, and the white wire is naturally the earphones. With the dancing of the characters in the picture, the white rectangular object becomes more and more conspicuous. There is no doubt that this is the iPod.

After the launch of the series of advertisements, iPod's popularity increased sharply, and it became the most popular digital music player in the United States the following year. More importantly, through this series of advertisements, Apple successfully symbolized the iPod, marking cool and music.

The success of these advertisements is closely related to the minimalist design. When the content becomes extremely simple, the non-physical core elements such as mosaics, Coke bottles, iPods, etc. become more obvious, and it is easier for people to see these "hidden" elements. .

Of course, the minimalist style is not the most important thing. Pete Heyes, the creative director of Leo Burnett, said when he created the "Unbranded" advertisement for McDonald's:

In the implementation process, we need to respect the iconic nature of the product, be visually interesting and provide some "food value", which is very tricky without photos.

▲McDonald's minimalist text ads

In the end, the answer they gave was to pick out the names and colors of McDonald’s burgers to form a minimalist text poster. There is no McDonald’s logo or burger picture, but it still reminds people of McDonald’s burgers when they see the poster.

Invisible Logo

As one of the largest fast food chains in the world, McDonald’s has been operating for more than 60 years. As a well-known brand, people are familiar with McDonald’s burgers, and even the burger itself has become a cultural symbol.

Of course, McDonald’s has also made a lot of effort in the process of hamburger becoming a symbol. Since the non-brand strategy implemented in 2013, McDonald’s hamburger’s core elements, such as hamburger structure, color, etc., have been retained. These extremely abstract elements constitute a "Invisible logo".

▲From the enlarged view of Hamburg to the mosaic, the No Logo series has maintained the core structure and color of Hamburg

Compared with McDonald’s M-shaped classic logo, the intangible logo composed of this abstract visual feature is undoubtedly more extensible and can better adapt to various display forms, whether it is text or mosaic, They can show the core characteristics of McDonald's burgers, allowing people to recognize them quickly.

Compared with traditional advertising, its freshness in form can also increase interest, and even encourage people to share it on social media, forming a greater volume of voice.

▲ The bitten "burger"

On the other hand, changes in the communication environment have also affected the form of advertising content. After the arrival of the Internet era, information has skyrocketed, which has also led to a rapid increase in the number of content and advertising that people see, and grabbing attention often becomes the first requirement of advertising.

No Logo-style advertisements emphasize the core features in a minimalist form. Not only are they interesting, they can quickly grab attention, convey core features such as burgers to consumers, and form a solid product or brand memory.

It is worth mentioning that the time when McDonald's implemented the "no-brand" strategy was the year 2013 when Apple launched iOS 7 and turned to flat design. Minimal design style has become a core trend recognized by all walks of life.

In order to make this invisible logo deeply imprinted in people's hearts, McDonald's does more than just sell burgers and promote advertisements. Cultural co-branding is also one of the important means.

Last year, McDonald’s and the well-known rapper Travis Scott launched corresponding McDonald’s packages and peripheral clothing. This is the second time McDonald’s has launched regular clothing and packages with stars after Jordan. It can be seen that McDonald’s attaches great importance to this joint name.

▲ Travis Scott

The final response was also quite good. According to a foreign media Forbes business report , McDonald's sales increased by 4.6% in about three months after the launch of customized packages and apparel.

The rapper Travis Scott also earned nearly 2,000 US dollars in income. In addition to the 5 million joint cooperation fee, another 15 million US dollars came from merchandise sales. It can be seen that customized packages and clothing are indeed selling well.

▲Travis Scott and McDonald's joint T-shirt.

Advertising master Lee Clow, who created the classic Think Different advertisement, once said that if an idea can be applied to T-shirts, then it can be applied to any place. Now it seems that McDonald’s and Travis Scott’s collaboration really proves that this is a good idea. Not only did the burger be printed on a T-shirt, it was also welcomed by people.

What is interesting is that Lee Clow's advertising company TBWA is now also an important advertising partner for McDonald's non-brand strategy. TBWA has cooperated with Apple and many other brands to promote the symbolization of its products, making it the most famous advertising company in the world, and this is why McDonald's chose it.

After all, behind the No Logo mosaic series, in addition to hiding the burger, there is also McDonald's ambition to symbolize its own burger.

For a well-known company, becoming a cultural symbol will obviously make its influence more sustainable and go further.

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