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.

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Quentin Glodé
Quentin Glodé
About TBWA\Belgium

TBWA\ is and has been a top-3 ranked agency for the last decade and operates with the strong belief that IDEAS CREATE GROWTH. To make this happen in real life for its local and international clients, TBWA\ has developed and is recognised for its world class brand building and strategic capabilities. TBWA\ is the most integrated communications group in Belgium, bringing many different disciplines together under 1 roof, 1 P&L and 1 culture. These disciplines comprise of in-house strategic advice, advertising, CX design, CRM, media, digital, brand design, public and brand relations, social, event, content & complemented with all related production capabilities. All of this to answer our client’s challenges in a modern, collaborative and comprehensive way.

TBWA\ is the Disruption® Company: the cultural engine for the 21st century business. Disruption® is at the core of TBWA’s strategic and creative development. It is a gateway to great work and unconventional behavior. Disruption is about dismantling the status quo to create opportunities and dramatic business results for our partners.

TBWA was elected Agency of the Year 4 times in the last 12 years and digital Agency of the Year 5 times in the last 7 years. On creative awards, we see them as a great internal motivator and it helps us recruiting new talent. So yes, we’re always in the top 5 in our market. But more importantly, we clearly stand out as the most awarded Effie agency in Belgium: the reason why we were named Effie Beasts last year, as best Belgian Effie agency since the start of the Effies. The Effie Awards honour the most significant achievement in marketing communications: ideas that work. And that’s what we’re all about!

Excelsiorlaan 75/77,
1930 Zaventem, Belgium