Client: Giorgio Armani Hong Kong Limited, Hong Kong
Print Campaign
Fishing Hook
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.
크레딧
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Chief Creative Officer:Andreas Pauli, Armin Jochum
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Art Direction:Thomas Koch
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Graphic Design:Michael Fluhr
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Client:McDonald’s Deutschland Inc., Munich
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Design:Leo Burnett Germany, Frankfurt/Main Thjnk ag, Hamburg
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Creative Direction:Helge Kniess (Art), Benjamin Merkel (Text)