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As part of a quality campaign McDonald’s wanted to emphasize the freshness of its Filet-O-Fish burger – made from 100% fish filet. By simply turning the iconic brand logo upside down we spread the message in a striking way and caught people’s attention.
McDonald's Deutschland Inc.
Leo Burnett Germany
Frankfurt a. M., Germany
Andreas Pauli, Armin Jochum (CCO), Benjamin Merkel, Helge Knies (CD), Christian Urbanski (Copy), Thomas Koch, Michael Fluhr (Art)