McDonalds in France is promoting McDelivery, a service introduced in 2017, with a print advertising campaign featuring impressionist photographs of Paris in the rain. Four photographs by Roberto Badin provide the sense of looking out a window at four Parisian streetscapes. This series of visuals depicts buildings and stormy skies seen through windows soaked in the rain – giving a pictorial aspect to the composition. TBWAParis, the agency behind the campaign, explain that potential customers are being presented with the idea that when it rains, there is nothing like staying at home and getting a McDonald’s delivery. However, Spare a thought for the delivery team on days like this!
Brazil-born photographer Roberto Badin is represented by 1718 Paris. He was chosen for his brilliant work on architecture and still life – as seen in his latest book, Inside Japan, published in 2018.
The McDelivery campaign was developed at TBWAParis by executive creative directors Benjamin Marchal and Faustin Claverie, copywriter David Philip, art director Olivier Mularski, photographer Roberto Badin, art buyer Elise Kubler, agency management team Luc Bourgery, deputy managing director Jonathan Serog, account director Emanuelle Escalere, chef de groupe Matthieu Charles, account director Julie Montagné, working with McDonalds marketing team Xavier Royaux, José Jacinto and Benoit Kolb.