McJunk, accentuated

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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.

Unfortunately, for copyright reasons, I can not show any examples here; but see what you think over on the Creative Review’s blog in a report about the new campaign.

Gutter press

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The UK’s gutters and hedgerows will soon see new graphics on McJunk strewn there. Below is a link to an article I wrote for Eye magazine blog about an uncritical design press showcasing the new designs, asking whether well respected blogs are just becoming advertising hoardings for big brands trying to ingratiate themselves with those working in the creative industries.

Gutter press on Eye blog