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Fishing Hook

[Print Campaign]


McDonald’s Deutschland Inc., Munich


Leo Burnett Germany, Frankfurt/Main Thjnk ag, Hamburg

Art Direction

Thomas Koch

Chief Creative Officer

Andreas Pauli, Armin Jochum

Creative Direction

Helge Kniess (Art), Benjamin Merkel (Text)

Graphic Design

Michael Fluhr

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.

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This project can be found in the
International Yearbook Communication Design 2016/2017.