“You are what you eat”, knew the German philosopher Ludwig Feuerbach already 150 years ago. Today we should say: “You eat what you are“. The variety of products at McDonald’s makes sure there’s something for everyone. And this is what we focused on in our campaign.

We use well-known visual elements and arrange the products in a way, that they form different characters – after all everyone has a mind of his own, concerning his preferred food. This is reflected in our design too: It leaves enough room for individual interpretation.

The screen printing technique was chosen to add more depth and give every visual its own identity.

As we chose highly frequented places – indoor and outdoor – we reached round about 400,000 different people, for example at Munich’s central train station, which thousands of people pass every day. Since all places are located right next to a McDonald’s restaurant, we didn’t only bring McDonald’s straight to the people’s mind, but the people straight to McDonald’s.