Brandikaran | McDonald’s Amusingly Turns Its Golden Arches Logo Into Directional Signs
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McDonald’s Amusingly Turns Its Golden Arches Logo Into Directional Signs

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McDonald’s Amusingly Turns Its Golden Arches Logo Into Directional Signs

McDonald’s Canada has launched a playful new campaign with agency Cossette that proves just how recognizable its logo is.

Follow the Arches’ out-of-home campaign deconstructs the fast food chain’s iconic emblem and uses only certain portions as graphic elements. Coupled with simple directional text lines, the resultant navigational billboards can be applied anywhere in the world.

“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,” says Peter Ignazi, Chief Creative Officer at Cossette.

Four billboards, comprising three statics and one digital, will go up in downtown Toronto and the Greater Toronto Area, where those on-the-go might need a little reminder on where the next Golden Arches might be.

 

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Image via Cossette

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Image via Cossette

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Image via Cossette

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Image via Cossette

[via Cossette, video via Cossette]

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