We all know that there are only a few seconds for an outdoor ad to create an impact. Therefore, it is important that the ad gives out the message and informs people about the brand behind the message in those few seconds.
Now what if you use your brand, its colours and its logos to integrate into a simple and minimalistic message that helps people.
That is what McDonald’s did last year with their outdoor campaign ‘Follow the Arches, where they very smartly used the iconic golden arches of McDonald’s to create directions and guide people to the nearest McDonald’s. It also shows the power of the McDonald’s logo as there was no mention of the brand name anywhere on the billboard and yet people were able to recognize it.
This campaign was not only appreciated by people but also by the stalwarts of the advertising world and it won the Grand Prix at the Cannes Lions in 2018.
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