For years, TBWA Paris has been on a mission to advertise McDonald’s in the most minimalist ways imaginable, in 2013 they made incredible close-ups on the most famous burgers in the world, a few years later they invented Pictograms, a series of illustrations that reduced the recipes to very simple images made of lines, today they even thought to make the food disappear.

The new campaign, in fact, sees as the protagonists only the packaging of the fast food giant iconic products, Big Mac, french fries and Chicken McNuggets, with only a few crumbs around left by an invisible diner.

The point is, of course, that McDonald’s products are so recognizable that there is no need for the product itself, let alone the logo.