McDonald’s is getting charmingly clever once again with ads pointing you to the chain’s nearest locations.
That’s a type of ad that, just a few years ago, might have sounded like a creative dead zone where practicality (aka a big arrow and highway exit number) would trump ingenuity. But McDonald’s creative teams in a few different markets have shown that even something as utilitarian as directions can still be delightful.
Last year, Canadian agency Cossette cropped the Golden Arches into directional arrows, a simple and well executed idea that ended up winning the Outdoor Grand Prix at the 2018 Cannes Lions. Back in 2016, TBWAParis poked fun at rival Burger King by advertising directions to the nearest McDonald’s and then, through a towering and convoluted billboard, the nearest BK location—a mere 258 kilometers away.
Now TBWAParis is back with a series of directional ads that turn McDonald’s signature fries into paths to the closest location. It’s reminiscent of the agency’s incredibly minimalistic ads from 2014 that boiled each McDonald’s core product into its most simple (but still recognizable) form.
Client: McDonald’s France
Account Supervisors: Xavier Royaux, José Jacinto, Benoit Kolb
Agency Account Managers: Jonathan Serog, Julie Montagné, Matthieu Charles
Executive Creative Directors: Benjamin Marchal & Faustin Claverie
Art Directors: Camille Roulant, Emile Chiumino