McDonald's Restaurants of Canada Ltd.: Follow the Arches

McDonald’s, a fast food company, transformed its out of home billboards in Canada to utilise its infamous yellow arches.

Agency: Cossette

Objectives

Drive awareness of McDonald's retail locations using out of home billboards (ultimately to both keep brand top of mind and drive retail traffic).

Strategy

Unlock the hidden potential of the Arches logo to be used as directional signage.

When the Coca-Cola bottle was originally designed in 1915, the brief was to make it recognizable even if it was lying in pieces on the ground. Same goes for McDonald's: like the Coke bottle, the Arches logo is so ubiquitous and so firmly planted in the minds of consumers that even if you cut it up into pieces,...

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