McDonalds Emoticon City
McDonald’s France has launched “Emoticon City”, an expression of the “Come as You Are” (Venez Commes Vous Etes) advertising campaign first launched in 2008. The new commercial, and corresponding print and outdoor elements, focuses on the many emotions experienced by McDonalds customers. Whether you are happy, sad, stressed or excited, you are always welcome at McDonald’s. The commercial, shot in a small town in France over two days, shows people wearing big yellow heads, creating a living world of emoticons.
Emoticons have become a universal language of its own, one that makes text message conversations more personal and emotional, emoticons seemed like an obvious choice to bring out the “Come as You Are” message. BETC Paris teamed up with the French director duo We Are From LA (behind Pharrell Williams’s “Happy” music video), to create a living world of emoticons. The spot was shot in a small town in France that over a couple of days was filled with people wearing big, yellow heads. The creative team says: “That was a sight itself, but the real fun came when the heads were animated with a whole range of emotions. Suddenly the little faces we all use in text messages and emails came alive”.
Paris post production company Mathematic has released a video revealing some of the processes behind the McDonalds Emoticon City commercial.
Over the years, McDonald’s France has used different ways to bring their signature, ‘Come As You Are’ to life, often tying it to contemporary subjects. A spot from 2010 that promoted gay rights became one of the most talked about ads that year, part of the McDonalds story campaign.
The McDonalds Emoticon City campaign was developed at BETC Paris by executive creative director Rémi Babinet, creative director Damien Bellon, art director Juri Zaech, copywriters Samuel Moore and David Aronson, assistant art director Albert Yvert, agency producers (TV) Fabrice Brovelli and Thibault Blacque-Belair, music creative director Christophe Caurret, art buyer Isabelle Mocq-Orain, agency managers Henri Tripard, Julien Grimaldi, Juliette Aguglion, working with McDonald’s brand managers Xavier Royaux and Nathalie Legarlantezec