McDonald’s Germany is proud themselves to use only the best and most fresh ingredients in their products. This was also the objective behind their promotion of their Filet-o-Fish® sandwich. 100% real fish caught from the sea.

The campaign uses photography that captures the fishing process of McDonald’s Germany in an authentic way – using real fishing boats and real fishermen.

The art direction is kept true to life by replacing all real seagulls captured in the photos with our iconic logo – creating an effective optical illusion that celebrates freshly caught fish.

Although the campaign is still ongoing, we have already seen great results: we have increased the number of sales by 2,3%.