Hats off to our Buddies at Moroch for the Editor’s Pick

Editor’s Pick
Dallas agency Moroch is behind this simple, yet delightful back-to-school campaign for McDonald’s. The print ads are full of “subtle” reminders of how the Golden Arches may always be on the brain, even if you’re sitting in class taking notes or listening to a lecture.
In photographs shot by Mark Ross, a cup of pencils resembles a bag of fries, a backpack recalls the fast feeder’s familiar packaging, while a stack of books becomes the restaurant’s beloved Bic Mack.

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