The City of Lights, the City of Love, the city where Gui and I spent 8 days sequestered in a nondescript office building figuring out how to best express society's familiarity with McDonald's food. We weren't alone that rainy week in Paris. We were invited alongside four other teams across the global TBWA network. From our heads to the streets of France, an outdoor campaign that says "our food is so iconic, each one of our products deserves a logo." We really like the eye-catching simplicity of the flat art. So much outdoor work tries too hard to vie for your attention, this campaign doesn't have to.