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NORD DDB’s Print Design Induces Familiarity with Typefaces and Colors
Since McDonald's Norway launched the campaign to raise the awareness of environmental responsibility, it's vital to capture their attention as quickly as possible. And the design agency did it with flying colors here.
Designed by NORD DDB, these print designs hit the streets accompanied by McDonald's prominent "M" logo in yellow. The design agency knew that embracing the brand's familiar image is important to reach the target audience through association.
The agency banked on the brand's yellow branding, making the raw images shine through. As for the typefaces used, they went with the simplistic route using bold and easy-to-read fonts. This gives the copy the emphasis it needs. Combined with on-brand colors, the copy appears to be more attractive to the audience.
The font used resembles what the brand used for decades as well. In fact, the 90s feel of the ad gels well with the typeface, font and text colors.
The primary message is highlighted in yellow and takes up roughly a third of the ads, directing the viewer's focus to the compelling image and strong copy.
Raw Images on McDonald’s Norway Print Designs Evoke Strong Emotions
The latest campaign by McDonald’s Norway used photographs by Joi Kjartans to acknowledge food-packaging litter through its raw images.
The campaign magnifies the ugly side of the food industry: excess waste and litter. It put on a brave front by acknowledging the brand's contribution to this growing concern by focusing on its packaging being discarded in the streets and random places.
Some of the riveting high-resolution shots feature a food tray with an empty burger wrapper, boxes next to the wheel of a car and drink containers left on the stairs -- all are a common sight for many.
The agency and the photographer behind this campaign deserve a salute for delivering raw, impactful images. These images give off an organic feel while seamlessly blending with the overlaying texts.
The images capture what the brand defines as “iconic trash.” The copy reads “take away your take away,” reminding customers and consumers of fast-food products to dispose of their trash properly after finishing their meals.
McDonald’s Norway Messaging Shines in a Minimalist Print Design
This campaign stands on the legs of a beautiful contradiction: fighting clutter with minimalism.
The agency managed to trigger the emotions of anyone who sees these print designs through a minimalist approach. "Less is more" is truly evident here, as most top-rated graphic design companies implement this principle in their projects, too.
The agency veered away from too many graphics, colors and texts. The tagline was enough to deliver a memorable message.
McDonald’s Norway and NORD DDB demonstrate willingness to display its symbolic representation in a less flattering manner to encourage customers to cut out littering.
The concept recognizes how takeout affects the environment and pollution. Items like single-use bags and food wrappers represent almost half of man-made waste, while packaging from fast-food chains is a primary culprit in densely populated cities.
What the tagline conveys are practical solutions through short and sweet copy. It urges McDonald’s aficionados (and perhaps, fans of other fast-food chains as well) to help reduce littering.
By using various channels such as social media, print and out-of-home displays, this campaign successfully reached a wider audience than it would if it just advertised on the streets.
Furthermore, trash cans have been placed next to the out-of-home displays, with the McDonald’s arches as a trash guide. This design doubles as an advertisement for the fast-food giant while encouraging its patrons to practice responsible waste management.
The Distinct Logo Takes Higher Effect on McDonald's Norway Print Design
Most prominent branding agencies practice consistent and coherent look across their clients' marketing materials. This is also the case in this design. Known across the globe, McDonald's "M" logo has been a constant element in all branding collaterals.
The Golden Arches, captivating in its familiar yellow color, is the only noticeable branding element in the print design. It stands out without hogging all the attention. Instead, it adds weight to the overall message of the print design -- that a fast-food giant is actively advocating for cleanliness and environmental care.
On other channels, the design displays the logo in a discreet manner, placing it at the bottom right-hand corner of the image.
McDonald’s Norway Print Design Inspires Patrons to Take Action
Waste reduction is a part of the brand’s long list of strategies. Improving the sustainability of the packaging and progressing towards an eco-friendly economy ranks high in their priorities.
This print design campaign materializes the said goals. It effectively supports McDonald's advocacy toward better packaging and active waste reduction.
Although armed with short copy, the images used here are evocative enough to ignite interest within its patrons to help the brand with its goal.
Also, NORD DDB reminds everyone through this print design that in order to effectively campaign for responsible waste management, it takes a global brand to take a stand as well. While they call on their patrons to avoid littering, they support this message by calling for better packaging.