The design is intended to show iconic nature of the brand.
In the latest round of McDonald's advertisements created by TBWA Paris, there are no photos of food to be found. According to a recent article in Adweek, the agency has taken a minimalistic approach towards showcasing the brand by depicting only a few crumbs.
This is the latest in a series of advertisements TBWA Paris has done for the brand, each more minimalistic than the last. The most recent ads feature empty packaging for the food and almost no copy whatsoever.
According to the article, the design is intended to show iconic nature of the brand and that the food is, "so good that in the end, there is only one crumb left.”
Read the full article here.