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\u5716\u7247\u4f86\u6e90\uff0fDesign by Disruption\n \u003C\/span\u003E\n \u003C\/div\u003E\n \t\t\t\t\u003C\/div\u003E\n\t\t\t\t\n\t\t\u003C\/div\u003E\n\t\t\n\t\u003C\/div\u003E\n\u003C\/div\u003E\n \n\u003Cdiv x-data=\u0022picture\u0022 class=\u0022widget picture\u0022\u003E\n\t\u003Cdiv class=\u0022wrapper\u0022\u003E\n\t\t\u003Cdiv class=\u0022image_box\u0022\u003E\n\t\t \u003Cpicture data-lmg=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2021-09\/img-1631526831-98993.jpg?w=1200\u0026amp;output=webp\u0022\n\t\t\t\t\t\tdata-title=\u0022\u6ce2\u591a\u9ece\u5404\u9ea5\u7576\u52de MMMM \u5ee3\u544a 18.jpg\u0022\n\t\t\t\t\t@click=\u0022open()\u0022 class=\u0022image cursor\u0022\u003E\n\t\t\t\t\t\u003Csource srcset=\u0022https:\/\/image-cdn.learnin.tw\/bnextmedia\/image\/album\/2021-09\/img-1631526831-98993.jpg?w=1200\u0026amp;output=webp\u0022 media=\u0022(min-width: 1200px)\u0022\u003E\n\t\t\t\t\t\u003Csource 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\n","authors":"\u90ed\u601d\u59a4","editor":"\u90ed\u601d\u59a4","date":"2021.09.13","date2":"Sep.13","time":"09:05 PM","my_publish_date":"2021-09-13T17:58:00+08:00","to_publish_date":"2021\/09\/13","url":"https:\/\/www.shoppingdesign.com.tw\/post\/view\/7026"}
用「金字拱門」將薯條、雞塊視覺化！波多黎各麥當勞廣告創意，以 logo 和色塊打造簡潔印象
圖片來源／Design by Disruption
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所有的一切，都可以用 M 字金拱門來表達！由 TBWA 操刀，波多黎各麥當勞廣告將 M 字招牌進行各式排列，拼組出薯條、雞塊、麥香魚意象。
麥當勞的宣傳視覺近年走向極簡風格，例如今年初公布的全球新包裝，便以簡潔設計帶出每項商品的特色；過往介紹過的法國麥當勞視覺，即使沒有寫出「McDonald’s」這個字，只用相片宣傳都能讓路人正確指認出品牌。
波多黎各麥當勞也不遑多讓，推出以「MMMM」為名的系列廣告，將麥當勞招牌「金字拱門」利用到極致，不論是薯條、漢堡、雞塊、冰炫風，全都能以「M」字來排列。而排成一整列的「MMMM」同時也傳遞了另一個訊息，是英文裡吃得津津有味的「嗯！」聲讚歎。
負責視覺設計的是 TBWA 旗下設計團隊 Design by Disruption，他們將 M 字橫放，一連串的金黃 M 字，就是麥當勞薯條；一個個排得像金字塔的 M 字，加上如聖誕樹裝飾的點綴，你認得出來嗎？這是冰炫風；同樣橫放的 M 字被壓縮變形，一個疊一個成了早餐最愛的麥當勞鬆餅。
「在速食產業當中，每家公司的產品外型都很類似，正因如此，持續的品牌形象經營就更為重要。這次的宣傳是個很好的例子，我們將品牌最大的資產（金字拱門）運用得當，在眾多競爭品牌中脫穎而出。」波多黎各麥當勞行銷經理 Adriana Cantero 表示。
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