To understand it better you need to go to Stockholm.
Have you ever considered that brilliant ideas are so obvious that you wonder why they didn’t cross your mind before. The simplest ideas have the greatest impact and surprisingly effective. They are often better understood, memorable and impressive.
There is no need to complicate things. Nowadays we are overfilled with new advertisements full of conspicuous images and overloaded information. And the chance that people remember this ad and rush to buy the product is very small. Though, it’s not an easy task to attract people’s attention.
It’s common knowledge that “All ingenious is simple”. A simple, clear concept is more powerful and carry a strong message that can be recognised in consumer’s eyes. We subconsciously appreciate simplicity.
So “Less is more”. The phrase is often associated with the architect and furniture designer Ludwig Mies Van Der Rohe, a proponent of minimalism. Nowadays this tactic is very actual and is being used in advertising and design.
To my mind, one of the interesting examples of this concept is a campaign that was done by DDB Stockholm for McDonald’s fast-food chain.
To promote McDonald’s double cheeseburgers, two blank orange billboards are placed next to each other. You can’t see an alluring hamburger or fries with a noticeable headline. Just at the bottom right corner of the billboard you can notice a short line about a product with its price “Double Cheeseburger 20 SEK” .
I think advertisers delivered their concept clearly and concisely. It’s really complicated to make something simple, but very simple to make something complicated.
In conclusion, I would like to mention that McDonald’s has always offered fresh and creative solutions to impress consumers and get them talking about the brand. This campaign has been done to create an interest and to stand out again and again.