The Egg McMuffin is indeed different from other burgers. It is a completely round product. Its English muffin bread makes it fluffy, the egg in the middle gives it a smooth taste, and the melted cheddar makes it even softer. The Egg McMuffin is truly the softest of burgers.

Visit for more info: https://eggmcmuffin.mcdonalds.fr/
This whole idea of softness is behind the Egg McMuffin’s new communication platform, designed by TBWA\Paris and McDonald’s.

‘We deconstructed the product and used its separated ingredients to create fifteen abstract allegoric 3D animations crafted with C4D and rendered in redshift,’ said TBWA as reported by adweek. ‘extra care was given to textures and physics, to properly convey the softness, roundness, smooth and silky aspect of the product. the choice of colors, materials, and overall art direction contributed to recreate an appetizing food environment. we chose infinite loops as a format to further enhance the soothing and hypnotizing effect of the animations, and built an experiential website to host them on both desktop and mobile, where design and user interaction is also aimed at constructing a smooth and playful digital universe.’

McDonald’s™ : Egg McMuffin – Un moment de douceur

Credits
Campaign: McDonald’s Egg McMuffin
Advertising Agency: TBWA\Paris, France
Advertising Managers: Maurizio Biondi, Clémence Arnaud, Floriane Triacca
Agency Managers: Luc Bourgery, Marc Fraissinet, Agathe Bruneau, Priscilla Vaudevire
Executive Creative Directors: Benjamin Marchal and Faustin Claverie
Creative Director: Maud Poilpré
TV Producer: Mathilde Nanot-Lachkar
Production: TBWA\Else
CEO: Maxime Boiron
Director: Maud Poilpré
Production: Line Georges, Pierre Rebourseau
Creative Lead: Nicolas Barrès
Programmer: Kamal Zitouni
3D Illustrator: Matthieu Braccini

Tags:
Film, France, Food, McDonald’s, TBWA, Cannes Lions, Matthieu Braccini, McDonald’s Egg McMuffin