Conceptual Art Director › Project
McDonald's
280 and Big Tasty films, TBWA\Paris
The 280 comes in two recipes, and the customer cannot choose. The films put that dilemma into pictures, literally: a man fights himself, at tug-of-war, at rowing, at karate. Three inner struggles, three spots. Then the Big Tasty, eaten slowly to be savoured, the opposite of what the words fast food promise.
280 Campaign
Two recipes, one man, and no way to decide. So he splits in two and takes himself on: the Rope, where he pulls both ends; the Rowing, where he rows against himself; the Karate, where he returns every blow he lands. A menu dilemma, shot like a combat sport.
Big Tasty, Slow Food
Fast food is what people call McDonald's. The film turns the word around: the Big Tasty recipe is so good you would want to eat it as slowly as possible, to make it last. Slow food, at the king of fast food.
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