McDonald's 'Next Exit' wins Outdoor Grand Prix at Cannes

Canadian Campaign by Cossette Could Be Adapted Globally

Published On
Jun 19, 2018

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McDonald's minimalistic "Next Exit" campaign with Canadian agency Cossette and Comedy Central's Donald J. Trump Presidential Twitter Library have received the Grand Prix awards for outdoor at the Cannes Lions International Festival of Creativity, which began presenting its awards on Monday.

Jury president Chris Garbutt, Chief Creative Officer at TBWA, said the jury had been deliberating until 1:30 a.m. He said much of the work was "facing something head-on," citing work like Burger King's trolling of McDonald's (done with Grabarz & Partner). He called McDonald's work with Canadian agency Cossette "pure and iconic."

The outdoor category is one in which jurors can pick two Grand Prix winners �" since it's tough to compare something like a poster with a more complex outdoor installation.

The "Follow the Arches" billboard campaign is based on the restaurant chain's logo, directing drivers to follow the curves of the "M" in the arches in whichever direction they need to go (with messages like "Next Exit," "Just Missed Us," or "On Your Left."

"I think the best outdoor [work] stops you in your tracks and it telegraphically pulls you in … and transcends language, in a way," he said.

Original story:

McDonald's is adapting its Golden Arches logo into directional signage for its restaurants, in a campaign out of Canadian creative agency Cossette.

The inspiration for the "Follow the Arches" campaign came from noticing that all over Canada, there were different road signs for McDonald's resturants, but the branding was inconsistent. Cossette created a billboard style based on the actual logo, directing drivers to follow the curves of the "M" in the arches in whichever direction they need to go.

The out-of-home campaign will consist of four billboards (three static and one digital) in high traffic areas across downtown Toronto and the Greater Toronto Area. However, Cossette hints that it could be adapted worldwide. "With minimal text and a creative use of the brand's colours and logo, 'Follow the Arches' not only translates on a national, but a global scale," says Peter Ignazi, chief creative officer at Cossette, in a statement.