This campaign for McDonald in Germany is almost perfect. The agency Thjnk(great name!) shot iconic McDonalds food as emojis and the tagline brings it together. Great on a lot of levels. However, it’s not an original idea, so they get a few demerits for that. The original idea was borrowed from The Gourmand Magazine and photographer Matthieu Lavanchy for their idea “irl” which shot real food as emojis. I would just post that idea but I wanted to prove the point that very little in advertising is really new, it’s borrowed and repurposed. And that’s ok.They even used the same photographer, so at least they are not ripping it off completely, just extending the idea.