I like how they used the tip of the pencil to recreate the shape of a mountain. This provides a new perspective. Using the pencil to recreate a scene that relates to the Swiss brand (i. the Swiss Alps).
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McDonald's free wifi print ad is simple, clever and clear. They need to advertise that they have free wifi so very cleverly made the wifi symbol look like fries. It is quite clearly a mcdonalds ad and is easy to notice from afar.