I'm still not a huge fan of McDonald's burgers, but I do find I'm liking (if not lovin') McDonald's as a brand more and more. Despite having been in the world of advertising for decades now, my heart still misses a beat (well, half - it's only advertising) when I see an idea I instinctively know is right. And damned bloody good.
"Follow the Arches" by McDonald's Canada, from their agency Cossette, has just won the Outdoor Grand Prix at Cannes.
There's no heavy philosophy or high and mighty purpose here, but instead there's first of all an ingenious and brilliant use of the medium. Plus a nod to popular culture - all those "guess the logo" games. Human insight, too - who doesn't identify with tiring car journeys with hungry kiddies, driving round and round a strange city? And then, positive use of brand consistency, values, global presence. Stunningly simple.
Best of all, it's useful and helpful, which means it'll work.
It puts the ghastly phrase "driving traffic to the stores" in a whole new light!
In praise of passive planning
1 month ago