McDonald’s decided to go further by creating its icons in order to write a new chapter of the story. This new chapter had to reveal the universal and iconic character of these 5 products in a brand new way and to celebrate the relationship the brand has with its consumers.

The idea was to develop pictograms representative of the Big 5 with a unique, simple and modern form and universal language, which place the brand at the heart of the pop culture.

Through this campaign, McDonald’s main objectives were to surprise with unique graphic design, celebrate its iconic products and reinforce the relationship with its consumers.

Through this campaign, the uniqueness of McDonald’s reinforced its relationship with its client by their uniqueness. This is unique because these products are part of pop culture (they have gone through the ages without changing, they represent a language that everybody understands) but also a part of the customers’ intimate memories (we have all experienced great sensations and emotions with these products).

More than the products themselves, the Iconocons Campaign created a new modern and innovative way to show McDonald's products by establishing a new language. The campaign set up the brand at the heart of the pop culture and reinforced the feeling of exclusiveness and uniqueness of the relationship between McDonald’s and its consumers.

This campaign has been deployed all over France during two weeks. The media plan counted 27000 faces and event billboards in 8 trains stations. The results speak for themselves: the Iconocons Campaign has a relevant attribution rate: 96% of the people who saw the campaign knew McDonald’s made it.