Creatives of the year 2018. Mcdonalds is adapting its golden arches logo into directional signage for its restaurants in a campaign out of canadian creative agency cossette.
By cropping the golden arches into a directional path an under utilised asset was transformed into a unified design system adaptable to global markets.
Follow the arches cossette mcdonald s d ad awards 2018 pencil. Mcdonalds is adapting its golden arches logo into directional signage for its restaurants in a campaign out of canadian creative agency cossette. Cossette and mcdonalds follow the arches all the way to a cannes grand prix cossette took home the grand prix at cannes for follow the arches an ooh campaign that went viral globally in which mcdonalds iconic arches were de constructed and transformed into directional billboards meant to give consumers a nudge towards the brands nearest restaurant. The adforum talent profile is part of the social network dedicated to advertising and cre.
Follow the arches outdoor advertising cossette. The inspiration for the follow the arches. Cossette was the only canadian agency to win more than one pencil picking up a wood equivalent to a bronze for the piano film for banff centre for arts and creativity and one more for the follow the arches execution for mcdonalds canada.
This combined with its wins from the first night of the awards on wednesday brought the agencys total to four gold pencils three silver pencils and nine merit distinctions earning it the honour of canadian agency of the. Outdoorout of home follow the arches next exit for mcdonalds by cossette we used only fractions of the mcdonalds logo to create a minimal globally. In total ten local agencies combined for 11 pencils at this years show.
Outdoor advertising poster advertisingexisting sites 2018 women outdoor advertising ogilvy brasil. To create a unifying wayfinding system mcdonalds realised the answer lay in its logo. Nicole bakker is account director at cossette in toronto canada.
Cossette picked up another gold pencil for the follow the arches campaign with mcdonalds canada at the gala. The inspiration for the follow the arches campaign came from noticing that all over canada there were different road signs for mcdonalds restaurants but the branding was inconsistent. 2018 mcdonalds follow the arches cannes lions grand prix bronze x2 the one show 2 gold silver merit lia gold 4 silver finalist dad wood pencil marketing awards best in show gold x2 silver bronze adcc 2 gold 9 silver 4 merit comm arts fab awards 2 gold lurzers archive x3.