2019 Winner
McDonald's Restaurants of Canada Ltd.
Follow the Arches
Cossette
GoldAToMiC Design
GoldBest Print/Out-of-home
SilverAToMiC Idea
No two McDonald’s way-finding billboards looked the same and many had weathered considerably. The design challenge for Cossette was to transform the OOH boards to be as recognizable as the brand’s Golden Arches. The answer lay in using those famous yellow arches . The "Follow the Arches" boards displayed short copy that told people McDonald’s could be found “On Your Left,” “On Your Right,” at the “Next Exit,” or that they “Just Missed Us.”
Credits
Agency: Cossette
Global Chief Creative Officer(s): Carlos Moreno, Peter Ignazi
Creative Director(s): Craig McIntosh, Jaimes Zentil, Guy Moore
Art Director(s): Spencer Dingle, David Théroux
Copywriter(s): Jordan Hamer, Philippe Brassard
Senior Designer: Oleg Portnoy
Designer: Corey Way
Senior Production Artist: Graham Washer
Senior Retoucher: Trevor Gauthier
Studio Director: Raquel Mullen
Case Video Editor: Oren Michaels
Case Video Editing House: Married To Giants
Account Coordinator: Megan Smith
Account Executive: Valerie Mascarin
Account Director: Nicole Bakker
Group Account Director: Geoff Wilton
SVP, Managing Director: Kathy McGuire
Media Agency: OMD
Managing Director: Jammie Ogle
Associate Director of Strategy: Jonathan Law
Production Company: Novus
Client – McDonald’s Restaurants of Canada Limited
Chief Marketing Officer & SVP: Antoinette Benoit
Marketing Officer: Hope Bagozzi
Senior Marketing Manager: Chuck Coolen
Senior Manager, Advertising, Media & Partnerships: Solange Bernard
Regional Marketing Supervisor: Andrew Mumford