Smiley teams with McDonald's in latest advertising campaign - Licensing.biz

Smiley teams with McDonald's in latest advertising campaign

New deal will see the iconic Smiley logo feature across an outdoor and in-store advertising campaign as well as on a collection of apparel and accessories created exclusively for Parisian fashion name, Colette.
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Fashion brand, Smiley has teamed with McDonald’s in an extension of the fast-food and lifestyle brand’s 2014 ‘picto’ campaign.

The new deal will see the iconic Smiley logo feature across an outdoor and in-store advertising campaign as well as on a collection of apparel and accessories created exclusively for Parisian fashion name, Colette.

Smiley will be featuring throughout the campaign that will run across France and Monaco, appearing on tray mats and posters in-store, as well as bus shelters, billboards, posters and the McDonald’s website and Facebook page.

The advertising initiative first emerged in 2013, when McDonald’s targeted the French market with visual displays of close-up McDonald’s product images, without logos or words.

In 2014, the brand evolved the campaign by creating the ‘picto’ campaign, a collection of ‘pixelated’ images.

Smiley joins the campaign in its latest incarnation as it adopts the iconic logo to feature within its artwork.

“Smiley’s unique philosophies and over 40 year heritage at the forefront of popular culture makes for a natural partnership on such a creative project with McDonald’s, and further cements the place for happiness and Smiley as a massive trend across fashion, media and music in 2015,” read a statement from the firm.

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