McDonald’s Restaurants of Canada’s ‘Follow the Arches’ out-of-home (OOH) campaign won the Grand Prix in the outdoor category of last month’s Cannes Lions International Advertising Festival of Creativity.
The minimalist campaign, developed by ad agency Cossette, was based on the quick-service restaurant (QSR) chain’s famous logo, directing drivers to follow the curves of the ‘golden arches’ to its nearest location, with such messages as ‘next exit,’ ‘on your right’ and ‘just missed us.’
Chris Garbutt, global chief creative officer (CCO) for TBWA and president of the Cannes Lions outdoor jury, described the OOH campaign as “pure and iconic.”
