McDonald's: Follow the Arches

McDonald’s, the quick-service restaurant chain, led drivers to its nearest restaurant by transforming its own golden arches into a series of way-finder billboards in Canada.

The story behind the campaign

Challenge

A lot of people assume the most challenging part of this project was getting client approval for cropping the logo. But that part was actually fairly smooth, since it’s such a universal concept.

One of the most challenging aspects was just deciding on the final layouts. We ended up with a number of options for type arrangement and proportions, and when we circulated them internally everyone seemed to like something different. And then in the end we went back to the original purpose of the campaign, and decided the most simple and legible design...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands