Leo Burnett Frankfurt Germany for Mcdonalds The universal fishing hook is represented through McDonalds upside down Golden Arches. This was for the Filet-O Fish campaign. The fishing rod was to emphasize the freshness of the fish.
It's creative to use the broken plate to form a tree shape. The negative space is working well in contrasting with the plate. Also, the plate is shattered in the perfect way to create an interesting tree shape out of the dark background.