The latest advertising campaign McDonalds in Canada he has made the marketing communications agency and innovation Cossette, responsible for other major promotional campaigns for companies like Vachon Bakery, awareness campaigns for agencies such as the Standards Commission, equity, health and safety at work (CNESST) Quebec or put in value of the Canadian geography remotest, as in the case of its collaboration with Yukon Travel.
In the world of advertising Positive results are never guaranteed, and if not tell that to Kendall Jenner, who has not been replenished after participating in the Pepsi ad that burst canceled networks with forced inclusion and tolerance. The ideas may seem good, but that does not mean they really are.
Unlike the unfortunate announcement of the eternal rival Coca-Cola, the McDonalds advertising campaign goes smoothly.
In the margins of the major and busiest road in the country, They appear huge road signs with red background and just a curve yellow. This curve is but a section of the famous eme initial isotype of McDonalds. The work of advertising agency, call Follow the arches, aims to persuade the consumer with a short message, simple, smart and universal.
A map, a traffic signal and a reinforcement of their presence in the market
The initial iconic McDonalds is recognizable even when deconstructed into different arcs. Thus, It sets directly market presence without additional texts. But it is the situational impact which creates on the driver where the genius of creation is.
As if it were a traffic sign, posters invite drivers take a detour, turn around or rotate in the first junction. This message is reinforced with a brief text in clear and legible font that delves on intentionality of the arches strategically placed: “to your right”, “your left”, “322 output”, “you just pass by”... It is guiding drivers to the nearest facility franchise.
The signature indicates that “create a new guidance system, we realize that the indications were part, indeed, logo” and that “focusing the Golden Arches on a directional path, and reducing the visual essentially only, We transform advertising space wasted on a unified design system simple and adaptable to any market in the world”.
Indeed, although so far only four advertising leaflets are available in Canada (one digital), the promotional video provided by the agency Cossette Communication Marketing and includes texts written with Cyrillic and other Japanese logogramas, which points to a global institution of this advertising campaign.
And is that if this kind of road maps with information on the nearest McDonalds is able to persuade the consumer and generate recurring revenues, not surprising that desired return on capital investment in advertising.
It seems that there are shots. Peter Ignazi, Cossette creative director, indicates that “Follow the arches not only communicates nationwide, but also global level”.
Who knows, We could be seeing these posters on our roads in the coming months ...