Give rules a break. That’s what McDonald’s® offers you on a plate.

Be on time. Act your age. Only a dessert when your plate is empty. Our lives are full of rules. McDonald’s® to the rescue! They help you to escape these rules. And they deliver us that little moment of doing nothing. With a cup of coffee. Or a McFlurry® ice cream.

Give rules a break. From now on, that’s the umbrella under which McDonald’s® calls on everyone to be a bit more rebellious. And to take a break from all the rules. Even if it’s just for a while. How? By taking that break at McDonald’s® with a delicious cup of coffee or a McFlurry®. Arriving late, being immature and keeping everything to yourself never tasted this good.

“A bit more rebellious”, you said? That’s something you don’t have to say twice to TBWA! They dropped the iconic McDonald’s® yellow and created a new palette of sweet colours that put the ‘breaks’ products in the spotlights.

This campaign runs on social and digital, in OOH and of course in every McDonald’s® restaurant.

Press Release

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Quentin Glodé

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About TBWA\Belgium

TBWA is not an advertising agency nor a marketing consultant. As The Disruption® Company, it profoundly believes in the power of creativity as an engine for the growth of brands and businesses. It offers integrated services from business and marketing strategy to user-experiences, product innovation, iconic branding, smart media, corporate reputations, and impactful campaigns. All integrated in a full-service proposition across the entire marketing value chain.  

TBWA sees the world through the eyes of Disruption®, a proven collaborative business tool to create step-changing growth. The methodology has a proven track record of business, marketing and communication disruptions created and implemented together with TBWA’s clients. 

TBWA is a global agency, but its approach and entrepreneurship are deeply rooted in the local Belgian market. With over two decades of experience and steady management, TBWA has demonstrated steady growth, robust performance, and strong commitment to Belgian brands and businesses such as Telenet, Delhaize, McDonald’s, D’Ieteren, Lotus, Engie, ING, NMBS, Barco, VRT and counting.  

TBWA measures its success by the growth and success of its clients. Together TBWA and its clients have won 19 Effies over the past 10 years and was awarded Effie Beast (as most rewarded company since the launch of the awards) in 2019.    

The biggest force of TBWA Belgium is its 200 creative minds, with diverse talents and skills, including strategic business and marketing skills, creative craft disciplines and a 70-headed in-house multimedia production unit. All of them work together collaboratively and multidisciplinary to turn ideas into reality with and for clients.  

TBWA is part of the TBWAGroup, a local holding consisting of TBWA and its sister agencies De Vloer and DDB. TBWA Belgium is part of TBWA Worldwide and Omnicom.