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.
iF Design Award
Red Dot Design Award
McDonald’s Deutschland Inc., Munich
Leo Burnett Germany, Frankfurt/Main Thjnk AG, Hamburg
Chief Creative Officer
Andreas Pauli, Armin Jochum
Helge Kniess (Art), Benjamin Merkel (Text)