McDONALD'S / FOLLOW THE ARCHES
OOH
When I became the CD for McDonald’s Canada I presented a bunch of side hustle ideas to the CMO. They weren't bought because they didn't benefit the business. I then thought of those crappy directional posters that the franchisees make telling you their restaurant is 50m up the road on the right. Months later the Montreal team produced Follow The Arches. My role was very much as CD. I spotted an opportunity and inspired a thought. The results were iconic and won a Cannes Grand Prix.
