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.
Awards
Epica Award
iF Design Award
Red Dot Design Award
Client
McDonald’s Deutschland Inc., Munich
Design
Leo Burnett Germany, Frankfurt/Main Thjnk AG, Hamburg
Leo Burnett Germany, Frankfurt/Main Thjnk AG, Hamburg
Graphic Design
Michael Fluhr
Michael Fluhr
Text
Christian Urbanski
Art Direction
Thomas Koch
Chief Creative Officer
Andreas Pauli, Armin Jochum
Creative Direction
Helge Kniess (Art), Benjamin Merkel (Text)
