McDonald’s Canada is leveraging one of its most recognizable icons in a new campaign aimed directly at road-weary Canadians.
Called “The Essential Pit Stop,” the OOH effort was developed with creative agency Cossette and repurposes the “feet” of the QSR’s arches to tell simple, three-word stories that contextually appeal to travelers across the country.
The creative concept is simple: on one end, the start of a journey. On the other end, its conclusion. And in between, a reference to the McDonald’s pit stop that’s often en route. “McDonald’s is always a go-to on the road, an indispensable partner for family adventures and getaways with friends,” explains Alyssa Buetikofer, chief marketing officer for the QSR in Canada.
The simple concept, however, lends itself to dozens of executions that tell stories relevant to specific areas, from “Condo, coffee, cottage” on a billboard along the highway to cottage country, to “Motel, muffin, mountains” near a more high-altitude getaway. The billboards were posted in Alberta, New Brunswick, Nova Scotia, Ontario, Quebec and Vancouver, and some even referenced specific festivals or events.
“In a way, the campaign picks up where ‘Follow the Arches’ left off a few years ago,” says Cédric Audet, creative director at Cossette, referencing a heavily-awarded 2018 OOH campaign from the QSR that turned bits of the McDonald’s logo into directions to the nearest drive-thru. “There are infinite opportunities for short and playful three-word stories and for them to be adapted to different specific parts of the country – even the world. But most importantly, they speak directly to road travellers through a unique McDonald’s fan experience.”
The OOH effort will run through to early September. OMD handled the media buy.
