Swedish minimalism has long been associated with spare, ash-blond furniture and space-age IKEA design, but a print ad appearing in Sweden’s Metro newspaper recently applies the creative concept to….McDonald’s Big ‘n’ Juicy Burger? According to Folio’s Josh Gordon, the double-page spread – printed on napkin paper - “uses almost no ad copy and a lot of paper to communicate how their bigger hamburgers need bigger napkins to handle them.” The only text in the placemat-sized ad are the words, “Big ‘n’ Juicy” appearing with McDonald’s logo in the lower right-hand corner. “Is paper-based ad messaging dead?,” Gordon asks? “I don't think so!”