The ritual
McDONALD'S
280 Avenue Jean Jaurès, 280€ to pay at the cash register, 280 meters to the next exit, a score of 280 points... so many signs that make the mouths of all fans of the iconic 280 from McDonald's water.
A well-honed sign mechanism that becomes a real "private joke" for the protagonists of this new film signed TBWA\Paris for McDonald's France. Two characters and a ritual: eat a 280 every time a 280 sign appears. Signs they end up provoking, over time, in order to perpetuate the ritual.
