Category: Food
Brand: Mcdonald's
Media: Outdoor
Country: Canada
Advertising Agency: Cossette, Canada
Media Agency: OMD, Novus
Published: February 2018
Synopsis:
Cossette and McDonald's Deconstruct Iconic Golden Arches to Direct People to The nearest Restaurant.
McDonald's is adapting its Golden Arches logo into directional signage for its restaurants, in a campaign out of Canadian creative agency Cossette. The inspiration for the "Follow the Arches" campaign came from noticing that all over Canada, there were different road signs for McDonald's resturants, but the branding was inconsistent. Cossette created a billboard style based on the actual logo, directing drivers to follow the curves of the "M" in the arches in whichever direction they need to go.