McDonald's® and TBWA are advertising… wait, what?! Trash bins?!?

McDonald's® and TBWA are advertising… wait, what?! Trash bins?!?

A striking sight in the street scene: beautiful images of trash bins with an eye-catching name, as it were a new type of hamburger… Not a Big Mac® this time, but a Big Bin, a Bin Royal and a Bin Deluxe. It’s a campaign by McDonald's® and TBWA against litter. “We want to make trash bins as popular as the burgers,” says Jeremie Goldwasser, Creative Director at TBWA.

Litter is bad for the planet, and bad for the brand. However, the brand is convinced that together with their clients, they can work step by step on the litter issue to become better together. “As a big brand we know about our responsibility and the impact we do have when it comes to the challenges of litter on streets”, says Philipp Wachholz, CMO at McDonald’s® Belgium. Their ambition? Being part of the solution, not the problem. “Hereby we need the support of our guests. Only in a strong alliance we will be successful together. Our campaign is supposed to raise the awareness for and also attractiveness of using bins. We pass on that serious message still with a typical McDonald’s® twinkle in the eye.” ​

Speaking of a twinkle in the eye, this unexpected campaign will actually put bins in the spotlight…as if they were new burgers! “With that insight in mind, we’ve obviously asked Studio Wauters - McDonald’s® permanent food photographer - to photograph the trash bins” adds Jeremie Goldwasser. “The challenge? Making bins look just as attractive and tempting as their burgers. We then applied the typical copywriting and design expertise to the bins, resulting in appetizing design and quirky names such as the Big Bin, the Bin Deluxe and the Bin Royal.”

To top it off, the campaign will also have an online section, with a making-off video showing all the tricks they used to make the bins look so good. Lighting, styling, retouching… Even the brand's baseline was adjusted for the occasion to “Clean streets, we're lovin' it.”

The campaign runs from May 10th to May 24th, online, in the restaurants and on more than 1500 posters all across the country. Here’s to hoping it becomes as unmissable as trash bins!

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Press Release TBWA_McDonald's_Litter campaign_Press release_UK.docx - 85 KB Credits TBWA_McDonald's_Litter campaign_Credits.docx - 86 KB

 

Quentin Glodé

 

 

About TBWA GROUP

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!

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