McDonald's — Werbetechnik
Large-format print for McDonald’s Austria: roll-ups and signage with product-first headlines, EU production specs, and layouts that still read from across the street.
Client: Academic Project
Published: Feb 26, 2024
If you can’t read the headline from ten meters, the roll-up failed.
McDonald’s advertising at store level isn’t subtle—it’s distance, appetite, and brand lockup. This Werbetechnik project treats roll-ups and related signage as production pieces for Austria: EU-ready dimensions, clear product heroes, and layouts that survive real print, not just a portfolio PDF.
Formats & hierarchy
Three classic roll-ups (85 × 200 cm visible) push McNuggets, Big Mac, and fries with short punchy lines and large food photography. Logo top, product mid, URL bottom—boring on purpose, because that’s how people actually scan a standee.
Print reality
Specs call out bleed vs. final vs. visible area, fabric weight, and safety margins for the EU version. Pretty layouts without those numbers don’t ship; this set includes them so the work reads as ready for a printer, not only a critique board.