As part of a quality campaign, the fast food chain McDonald’s wanted to emphasise the freshness of its Filet-o-Fish burger made of 100 per cent fish filet. By simply turning the iconic brand logo upside down, the message was con-veyed in a striking manner. The “golden M” was adjusted only so much as to keep the high recognition value of the logo intact. Apart from the unobtrusive label “Filet-o-Fish”, the advertisement does without text. The backdrop of the advertisement features entirely in blue to harmonise perfectly with the logo colour.
Chief Creative Officer:
Andreas Pauli, Armin Jochum
McDonald’s Deutschland Inc., Munich
Leo Burnett Germany, Frankfurt/Main Thjnk ag, Hamburg