McDonald's: Big Mac

McDonald's menu items are so iconic that people automatically recognise them with just a glance - this is the premise of a purposely blurry brand campaign for McDonald's Puerto Rico. Created by TBWASan Juan, the prints present McDonald’s icons such as the Big Mac, the Happy Meal and the McFries as blurry images against simple single-colored backgrounds. This campaign aims to provoke and prove that anyone can recognise McDonald's menu items, even from a distance and without its famous Golden Arches logo. With copy that reads 'No se diga mas' (Say no more), the campaign makes it clear that there’s no need to explain anything to consumers for them to understand who the ad is for.