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Industry Insight

The Medium Is the Message

Swedish minimalism has long been associated with spare,

By Jmhershey
Published: March 13, 2008

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!”



By Brian on Mar 14, 2008

This is why I could never be a marketing guy... I see that ad and I think "Big and juicy? There's nothing there. So that means McDonalds has nothing big and juicy. Sounds about right!"



By Jan Eskildsen on Mar 15, 2008

Marshall McLuhan was right.
But if McDonalds has big and juicy stuff, I would be afraid, that it will contain too much fat.


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