2018 Winner
McDonald's
Just Missed Us
Cossette
SilverOut-of-Home - Billboard Single
It’s a Canadian rite of passage to drive down a long stretch of highway, stomachs rumbling (or bladders bursting), hunting for a sign to the nearest QSR. Unfortunately for McDonald’s, these place-marking billboards are often managed by franchisees, leaving little room for consistency or even pizzazz. The restaurant took that challenge head-on, designing a simplified way-finding system to help drivers get where they need to be: the closest McD’s. It created billboards that took advantage of its iconic “M,” zooming in on the logo to act as a directional pointer – the left arch acted as a left-hand indicator, the right as a right, while the top of the arch mimicked a U-turn symbol (just missed the exit). Little is said on the billboard, but with the prescient nature of those golden arches, not much else needs to be.
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
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
Media Agency: Novus
Client – McDonald’s Restaurants of Canada Limited
Chief Marketing Officer & SVP: Antoinette Benoit
Senior Director National Marketing: Hope Bagozzi
Senior Marketing Manager: Chuck Coolen
Senior Manager, Advertising, Media & Partnerships: Solange Bernard
Advertising/Marketing Manager: Andrew Mumford