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GALLERY 2013

visual communication practice

Truth Wrap

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Description of idea

Describe your idea and concept of your work in relation to the festival outlines:

Targeting McDonalds and the nutrition of their food, aswell as the amount of power they have in terms of property space for the production of their products like beef and lettuce, and the ridiculous amount of stores they have all over the world. I decided to redesign the wrapper for their iconic cheeseburger. By using similar colours, typography, images and overall style, I mimicked the packaging and changed the main graphic which read ‘100% Australian Beef Cheese Burger Original and Tasty’ to facts that highlight the health risks and power that McDonalds possess, such as ‘You’d have to walk 15km to burn off a large Big Mac meal’ and ‘Maccas sell more that 75 hamburgers per second’.

I chose to display my work in a McDonalds outlet by applying my newly designed wrapper to the actual burger from a McDonalds cheeseburger meal. I did this as a way to suggest that if the cheeseburger packaging was to be changed to my design, how would it effect the customers who consumed these burgers, would it change their views on eating McDonalds, and could it assist them to add more thought when deciding what and where to eat, based on nutrition and where the food came from.

What kind of communication approach do you use?

24cm x 30cm sized paper print outs that are used to wrap McDonalds cheeseburgers in.

What are in your opinion concrete benefits to the society because of your communication?

Ultimately, Truth Wrap questions the consumer about what their eating, the health risks involved and the overall scale and power McDonalds has on the world.

What did you personally learn from creating your submitted work?

I learnt many astonishing facts about the McDonalds empire such as the large amount of salt used in many of it's products, and the ridiculous number of people who eat at McDonalds each day.

Why is your work, GOOD communication WORK?

Truth Wrap creates discussions with the consumers about the many factors of the McDonalds empire, and how it effects them.

Where and how do you intent do implement your work?

At McDonalds outlets by having their regular wrapping paper being swapped to mine. Also by having it scrunched up and littered around eateries where people would be likely to be seated and notice the wrapper.

Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)

No it has not.


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Entry details

Title

Truth Wrap


Headline

Truth Wrap: Unwrapping McDonalds


Concept author(s)

Scott Gullock


Concept author year(s) of birth

1991


Concept author(s) contribution

Design concept, graphic design, printing and placing into McDonalds store, as well as photographing.


Country

Australia


Competition category

visual communication practice


Competition subcategory

static


Competition field

academic


Competition subfield

student


Subfield description

University of Ballarat