2018 Winner

McDonald's

Follow The Arches

Cossette

Best of Show

GoldOut-of-Home - Best in Point-of-Purchase

GoldOut-of-Home - Billboard Campaign

SilverCraft - Art Direction

BronzeDesign - Graphics

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.

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
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