McDonald’s Rethinks Paper Bags As Illuminating Art To Encourage Dining At Home

Image courtesy of NORD DDB Oslo

McDonald’s Golden Arches symbol isn’t its only structure that’s catching the eye anymore. Putting a beautiful spin on its signature takeout paper bags, the fast-food chain has transformed the everyday packages into quaint, handcrafted apartment buildings in Norway.

The tasty twist comes in response to Norwegians’ habit of satisfying the munchies at restaurant booths or in their car seats. It’s designed to entice customers to order delivery and enjoy their McDonald’s meals in the comfort of their own homes.

Photographed by Catharina Caprino, the campaign features meticulously hand-cut McDonald’s paper bags, now resembling the charming architecture of classic Norwegian apartments. This intricate paper art is the work of Julie Wilkinson from Makerie Studio, showcasing every crafted detail from the window lights to the façade—all done in-camera, without any digital touch-ups.

Image courtesy of NORD DDB Oslo

Nord DDB Oslo, the advertising agency behind this campaign, is savoring a sweet spot with the minimalist approach.

“The craft needed to complement the idea without overtaking it. We aimed to maintain the right equilibrium, ensuring the McDelivery bag was recognizable as a building while retaining its iconic appearance,” the team explains in an email to DesignTAXI.

Image courtesy of NORD DDB Oslo

This winter, the streets of Norway’s major cities will be adorned with these elegant interpretations of the McDonald’s packaging, delivering not just fast food but art to the doorsteps of the public.

[via NORD DDB Oslo, images courtesy]