McDonald’s used an office photocopier to shoot their latest campaign

McDonald’s France has found an unexpectedly low-tech way to shoot their latest campaign – on an office photocopier.

Created by TBWA\Paris and directed by Elias Levy, the Office Delivery campaign placed McDonald’s products directly onto a scanner’s glass, scanned them, and sent the resulting images straight to the inboxes of more than 235,000 workers.

The creative rationale is grounded in a real behavioural gap.

Over 30% of lunches are eaten at work, yet delivery marketing has remained stubbornly focused on the home. 

Rather than fighting for attention through conventional channels, the campaign chose to meet office workers inside the visual language they already inhabit: scanned documents, email attachments and printouts.

The execution seemingly required minimal fancy production.

The scanner was the studio, the email was the medium, and the office context did the creative heavy lifting.

Like the brand’s shortcuts outdoor campaign from earlier this year, Office Delivery works by identifying behaviour that already exists and placing McDonald’s squarely inside it.