follow the arches
all the way to a
Cannes Grand Prix
Cossette took home the Grand Prix at Cannes for Follow the Arches, an OOH campaign that went viral globally, in which McDonald’s iconic arches were de-constructed and transformed into directional billboards, meant to give consumers a nudge towards the brand’s nearest restaurant.
Follow the Arches is an imaginative campaign that captures the truly iconic nature of the Golden Arches and creatively transforms the iconography into universally understood and playful signage that can be adapted globally.
“It is with great pride that we accept this shared recognition with McDonald’s Canada. The work that our teams across Canada produced together embodies the out-of-box thinking that we encourage. We are lucky to have the trust of the McDonald’s Canada team to allow for us to be as creative as possible,” shared Melanie Dunn, Global President and CEO of Cossette.
“Follow the Arches is a wonderful example of the brand equity we’ve built in the Golden Arches and our ability to create simple feel good moments in people’s daily lives. I’m so proud of the McDonald’s team and proud to have a more than 40 year partner in Cossette. We look forward to many more exciting campaigns to come,” added Antoinette Benoit, Chief Marketing Office of McDonald’s Canada.
Cossette also took home a Bronze Lion in the Design category for Humanity & Inclusion’s new brand identity.
To date, Cossette received shortlists for SickKids VS, Humanity & Inclusion, MTELUS and McDonald’s Canada campaigns in the Health, Design, Outdoor and Industry Craft categories.
Congratulations to all the hard work that Cossette’s teams from coast to coast put in everyday. These awards are a recognition of their collaboration and spectacular work.
Client: McDonald’s Canada
Media Agency: OMD, Novus
In 1967, Canadians welcomed the first McDonald’s restaurant to Richmond, British Columbia. Today, McDonald’s Restaurants of Canada Limited has become part of the Canadian fabric, serving close to three million guests every day.
Together with our franchisees, we proudly employ nearly 90,000 people from coast-to-coast and approximately 85 percent of McDonald’s 1,400 Canadian restaurants are locally owned and operated by independent entrepreneurs. Of the almost $1 billion we spend on food, more than 85 percent is purchased from over 100 suppliers in Canada. For more information on McDonald’s Canada visit McDonalds.ca.
Cossette is a fully integrated marketing communications agency. It’s a community of 900 creative humans who help people and brands connect in meaningful ways.
Cossette was named Agency of the Year in Canada in 2016 and 2017. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com.
Send your agency updates to Reel Chicago editor Dan Patton, firstname.lastname@example.org.