McDonald's 'Follow the Arches' Campaign Is a Playful Spin on the Logo
Justin Lam — March 6, 2018 — Marketing
Thanks to Cossette, McDonald's has launched its 'Follow the Arches' campaign, which turns the iconic Golden Arches into directional makrers. The new campaign is currently being run in Canada and uses the legendary logo to easily give drivers indicators to the nearest McDonald's restaurant. The new campaign comes from Canadian marketing firm Cossette, and uses simple cropping to create a directional path. By cropping the Golden Arches and reducing the visuals, Cossette was able to turn the universally recognized design into something easily understood and incredibly clever.
The 'Follow the Arches' campaign currently includes four billboards, located in high-traffic areas across Toronto and the surrounding area. The design of the billboards was inspired by existing directional signs, but includes a fun visual twist. The 'Follow the Arches' campaign is a playful example of the brands iconic logo and both companies hope that the campaign will begin to see use throughout the world.
The 'Follow the Arches' campaign currently includes four billboards, located in high-traffic areas across Toronto and the surrounding area. The design of the billboards was inspired by existing directional signs, but includes a fun visual twist. The 'Follow the Arches' campaign is a playful example of the brands iconic logo and both companies hope that the campaign will begin to see use throughout the world.
Trend Themes
1. Directional Logo Designs - The 'Follow the Arches' campaign by McDonald's demonstrates the potential for logo designs to be used as effective directional markers.
2. Creative Billboard Advertising - The billboards in the 'Follow the Arches' campaign showcase the innovation and effectiveness of incorporating playful visual twists into traditional advertising.
3. Clever Branding Strategies - Cossette's use of simple cropping in the 'Follow the Arches' campaign highlights the value of clever branding approaches that can transform familiar designs into something fresh and easily understood.
Industry Implications
1. Fast Food - McDonald's 'Follow the Arches' campaign presents opportunities for other fast food chains to explore creative ways to incorporate their iconic logos into advertising strategies.
2. Marketing and Advertising - The success of the 'Follow the Arches' campaign demonstrates the potential for innovative and clever approaches to branding and advertising in the marketing industry.
3. Outdoor Advertising - The use of billboards in the 'Follow the Arches' campaign showcases the possibilities for creative and attention-grabbing outdoor advertising strategies.
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