ABOUT

The brief required a design able to explain a new kind of breakfast to the Italian people, used to eat just cappuccino/caffè and croissant. So Mc Donald wanted introduce a new taste (salty) with bengals, scrambled eggs and bacon. The big challenge for the brand has been take the people from the traditional Italian Bar into a Fast food.
They wanted that the work was realized completely by hands, on a big plastic sheet wide 13mt for 7mt high hang up at 10 mt from ground, and It would be presented after tree day of work (night actually) in one of the principal square of Florence Piazza del Duomo. The entire project was filmed and transformed after in a commercial spot for the Italian television.
I worked on the concept creating a set of funny characters that I use to build a sort of "scene" able to explain the brief...To do that I used tree words:
Trust.....(in a familiar brand)
Discovery...(new taste)
Fun...(for a new kind of breakfast)