Although my McJunk project has been on hiatus for a while, I do occasionally post the odd example to Instagram. Believing that one person’s litter in the gutter is another person’s advert glaring from a billboard—because regardless of context, any representation of the McDonald’s logo reinforces brand recognition—I never thought that the company would sanction a marketing campaign that made a focus of its own litter. But in this post-irony world how wrong I appear to have been, as a new campaign for the restaurant chain proves.
Alongside others commenting online, I can draw clear parallels between TWBA\Paris’s poster campaign for the fast food chain and the discarded litter I often see strewn about my neighbourhood. The adverts use a simple colour palette and beautifully shot photography of McDonald’s food packaging with no food visible, bar a few crumbs. These tiny morsels, in such a minimal setting, only accentuate the sense that the packaging has been discarded after the product has been consumed.
See the new campaign over on Creative Review’s blog.
I have had an idea that could help the environment. You are welcome to have this idea for free should you want it.
Vector illustration and chunky lower case type make for the new look reductive graphics adorning McDonald’s take away packaging. Created by Leo Burnett design agancy in Chicago, (I’m currently unsure if this packaging has made it to the UK yet), it appears to be another opportunity missed.
Scrutinising an Innocent drink carton several weeks ago I noticed that it was recyclable “in certain areas” and that I was to check with my local authority to see if it could be recycled in my area. I didn’t of course, not looking forward to either an elongated phone call being passed through various different departments or trawling through an impenetrable menu system on my local council website. I therefore forgot all about it and sent the package merrily onto landfill. To be fair, I had previously checked several years ago whether I could recycle this sort of packaging in Ipswich and finding out that I couldn’t, I didn’t hold out much hope that this would have changed.
Then when walking to work one morning last week I found myself confronted with a large graphic on the side of a bin lorry telling me that I could now recycle orange juice cartons in my blue bin. I was astounded for two reasons: firstly I was surprised that my local council was actually quite advanced; and secondly that this information was bought to me and that I didn’t have to hunt it out.