McDonald's Crops the Golden Arches to Direct You to the Closest Restaurant

Cossette's clever campaign could be adapted globally

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McDonald’s branding is so iconic that it communicates just as well in very minimalist form, as the company’s extremely stripped-down advertising in France has long proven. Now, in Canada, the fast-food chain is applying the same approach to out-of-home ads—with surprisingly useful results.

A new campaign from Cossette crops the iconically curvy Golden Arches to direct people to the nearest McDonald’s restaurants. The “Follow the Arches” campaign turns bits of the giant yellow M into directional billboards, giving drivers easy-to-follow signs to get their McD’s fix.

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