Ad agency Cossette of Canada deconstructed the classic Golden Arches to create a striking graphic and informative Follow The Arches campaign for McDonald’s.
Follow The Arches Campaign for McDonald’s
According to Wikipedia, the Golden Arches are the symbol of McDonald’s, the global fast-food restaurant chain. Originally, real arches were part of the restaurant design. They were incorporated into the chain’s logo in 1962, which resembled a stylized restaurant, and in the current Golden Arches logo, introduced 1968, resembling an “M” for “McDonald’s”.
In an effort to direct people to the nearest McDonald’s in Canada, the Follow The Arches campaign transforms the iconic symbol into directional outdoor boards.
Meant to give consumers a nudge in the right direction, the campaign of four billboards (three static and one digital) was conceived of by marketing communications agency Cossette.
“The campaign is a playful example of how the arches are recognizable, even when the consumer only sees a portion of the logo,” said Andrew Mumford, McDonald’s Regional Marketing Supervisor.
The campaign features sections of the golden arches logo as the only graphic element, paired with a simple instructional line, allowing them to work anywhere in the world with any language and be immediately recognizable as the brand.
“We noticed that all over Canada, from major cities to small towns, you could find signs directing you to the nearest McDonald’s. This campaign is a nod to those signs, but with a fun visual twist. With minimal text and a creative use of the brand’s colours and logo, Follow the Arches not only translates on a national, but a global scale,” noted Peter Ignazi, Chief Creative Officer at Cossette.
The out-of-home campaign will consist of four billboards in high traffic areas across downtown Toronto and the GTA, targeting people on the go who might just need a little reminder that the next McDonald’s is just a left or right turn away.
Client: McDonald’s® Canada
Media Agency: OMD, Novus
About McDonald’s® Canada
In 1967, Canadians welcomed the first McDonald’s restaurant to Richmond, British Columbia. Today, McDonald’s Restaurants of Canada Limited has become part of the Canadian fabric, serving close to three million guests every day.
Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. It’s a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.
Cossette was named Agency of the Year by Strategy magazine in 2016 and 2017. The agency currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com.
all images, press release and video courtesy of Cossette