McDonald’s brings the glitter of LED lights to print campaign

Source: TheDrum

In the new print campaign McDonald’s has made a shift from their usual bright ads, and has captured the unusual beauty of LED lights in these soothing visuals.

The print campaign was shot by Helmut Stelzenberger, and was devised by TBWA\Paris to communicate the late opening hours of the fast food restaurants.

The LED bulbs were photographed to form the fuzzy but distinguishable shapes of a Big Mac, ice cream Sundae and a portion of French Fries.

 

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The agency said it took them 10 days to construct the light sculptures for the photoshoot. They used 1,000 LEDs, 80 metres of wire and 400 welds, and the photoshoot took two days to complete.

 

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