To celebrate the Egg McMuffin being available all day in McDonald's restaurants in France, TBWA has created 15 satisfying animations of the deconstructed breakfast item coming together.
Advertising agency TBWA created the looping animations to promote the Egg McMuffin in an alternative way to standard food advertising that would appeal to millennials.
Each of the fifteen colourful animations shows elements of Egg McMuffin moving through a cartoonish production line.

The animations are designed to be "soothing and hypnotising" to match with TBWA's branding of the Egg McMuffin as The Smoothest Burger.

"We needed a way to distinguish the Egg McMuffin from other burgers. Looking at its intrinsic qualities, such as its muffin bread and silky egg texture, labelling it as 'smooth' became quite obvious early on," added Rafaël Riffiod, a copywriter at TBWA.
The playful graphics are a fun move away from much of McDonald's branding, which over the past couple of decades has progressed from cartoonish to more mature.
"What was important to us was to create something new, memorable, and universally understandable," added Riffiod.
"It fits with McDonald's branding through the choice of colours and the use of recognisable elements, but it is the digital space that allows us to explore further than the usual branding codes allows."
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