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Follow The Arches

Follow The Arches | McDonald's | Cossette
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basics
Industry: Catering industry
Media:Design & Branding
Market:Canada
Style: Minimalism
descriptioncnen
Synopsis
McDonald’s is one of the most recognizable and consistent brands in the world. But everywhere you go, from major cities to small towns, you’ll find signs directing you to the nearest McDonald’s that are surprisingly inconsistent. Our objective was to unify the design of these signs to be used anywhere.
Strategy
Over 60% of McDonald’s customers in Toronto visit the restaurants by car, which makes out of home a key sales driver. Additionally, media purchased close to the restaurants has shown to increase conversions during commuting hours and outside traditional meal times. Follow the Arches targeted commuters and other drivers who were already fans of the McDonald’s brand. Because this demographic is well acquainted with the brand and its offerings, the functionality of the billboards served as a call to action, directing customers into our restaurants.
Relevancy
This campaign targets nearby consumers and directs them to the nearest McDonald’s restaurant, prompting them to choose to visit a location at the moment immediately before purchase. Converting viewers into sales is the ultimate goal of direct response.
Outcome
The McDonald’s ‘Follow the Arches’ series of billboards has received media attention in its local market, helping to drive traffic and conversions for the local restaurants in combination with other promotions. The earned media coverage has also increased positive social talk for McDonald’s, helping to improve the overall image of a brand with traditionally less desirable social sentiment.
Execution
The outdoor campaign was launched across the city of Toronto along major highways and commuter routes with McDonald’s restaurants easily accessible within only a few hundred metres of the billboards. This required careful media planning to ensure the boards faced the traffic moving toward each restaurant, and that only one simple instruction was required to reach each location.
CampaignDescription
A minimal wayfinding system rooted in the very foundation of the brand: the logo. By cropping the golden arches into a directional path and reducing the visuals to only what’s essential, we transformed a forgotten media space into a simple, unified design system adaptable to any market around the world. The result was a series of wayfinding billboards that are both helpful, and immediately recognizable using only the brand’s colours and a fraction of the logo.
credit
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awards
Cannes Lions International Festival of Creativity 2018
Bronze Direct
Art Direction / Design
The One Show 2018
Merit Print & Outdoor
Craft / Art Direction - Single or Campaign
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