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\n","authors":"","editor":"\u90ed\u601d\u59a4","date":"2020.10.12","date2":"Oct.12","time":"10:10 PM","my_publish_date":"2020-10-12T22:00:00+08:00","to_publish_date":"2020\/10\/12","url":"https:\/\/www.shoppingdesign.com.tw\/post\/view\/5936"}
是誰偷吃麥當勞？法國麥當勞新廣告很幽默，不用 logo 也讓人一秒認出品牌
圖片來源／TBWA\PARIS＠twitter
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法國麥當勞新廣告，不用logo、沒有文字，一樣能達到宣傳效果的戶外廣告！
巴黎街頭最近出現了幾個有趣的戶外廣告。佇立在大街上的燈箱，以漢堡、薯條為主要視覺，特別的是，這些漢堡薯條都被咬了好幾口！
不需要打上 logo 的麥當勞
這系列的戶外燈箱廣告，由 TBWA/Paris 廣告公司操刀，概念延伸自 2013 年的麥當勞「No Logo」系列廣告。
7 年前的 No Logo 廣告，海報上印著拉近拍攝的麥香魚、裝在紅色紙盒裡的薯條。根據當時的調查資料，即使沒有印上品牌標幟，99% 的人都能正確認出這是麥當勞的廣告。
沒有文字，也能精準傳達
「No Logo」廣告的成功，帶來一連串的新廣告發想，也證明麥當勞的品牌辨識度極高。延續過往無 logo 的廣告不使用文字傳達的精神，這次「Bitten Off」廣告同樣沒有任何字句，只有漢堡、薯條的圖像，和被鋸成咬痕形狀的燈箱。
打破以往總是方正的燈箱，TBWA\Paris 透過刻有咬痕的燈箱，像是跟路過的行人說：麥當勞讓人一口接一口！沒有使用任何字句，僅僅透過設計的力量，就讓人想駐足、拍照、上傳到社群媒體，TBWA\Paris 再次成功掀起網路話題。
TBWA/Paris 與法國麥當勞的 30 年默契
來自美國的速食連鎖企業「麥當勞」，於 1985 年進軍法國，35 年來經營有方，法國成為僅次美國之後，麥當勞在全球第二大的市場，而從 1985 年開始負責法國麥當勞廣告行銷的 TBWA/Paris，當然是背後的一大功臣。
過去 Shopping Design 也曾整理過 TBWA/Paris 操刀之下，多個系列的法國麥當勞廣告，從雨天印象派系列，搭上流行的ASMR 影片，到燈光搖曳系列的法式浪漫，TBWA\Paris 成功搭起美國飲食和法國風格間的橋梁。有興趣的話，歡迎回顧我們過往的報導。
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台北市大安區光復南路102號9樓
